Gillette in $200m Mach3 successor launch

Gillette is launching a razor called Mach3Turbo, the successor to its Mach3 razor. The launch is to be supported by a $200m (&£140m) global advertising campaign created by BBDO Worldwide.

The razor, which will use “anti-friction blade” technology, will be available in North America in April 2002. The product will be rolled out in other markets later next year.

Mach3Turbo follows the launch of Venus, a three-blade razor for women that uses similar technology to that developed for Mach3, earlier this year. Venus was launched with a &£140m global marketing spend (MW November 9, 2000).

At the same time as launching Mach3Turbo, Gillette is rolling out a range of men’s personal care products. The dual launch marks the first time the company has simultaneously launched a flagship razor and toiletry products.

In the US, the Mach3Turbo razor set will be available at the suggested retail price of $8.99 (&£6.19).

Gillette launched the original Mach3, the first triple-bladed razor, in 1998. The launch was backed by a &£625m marketing campaign.

Gillette reported a 15 per cent decline in its net income for the third quarter this year. Operating profits in its shaving unit fell by four per cent to $332m (&£230m) in the same period.

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