Gillette poised for $75m Braun products launch

Gillette is to introduce three new Braun Oral-B electric toothbrushes to the market, backed by a $75m-plus (&£53m) global marketing spend as part of an unprecedented raft of new product launches.

Up to 30 new products are expected to be launched over the next 15 months, including the Venus for Women razor (MW November 9).

The new Braun Oral-B power-assisted products will not be given a new brand name but the company claims they will be “significantly” different from those existing in the market.

The Braun Oral-B portfolio includes electric and rechargeable power toothbrushes and plaque removers.

Paul Fox, director of communications for Gillette Europe, says: “We are looking at a phenomenal activity with the 30 new launches. And our oral care division is one of our core lines.”

Gillette spends &£3.3m on promoting its Braun Oral-B products within the UK (AC Neilsen Meal). It is believed that this spend will be increased to coincide with the new launches.

In the UK, the creative agency for its oral care range is Lowe Lintas, while BMP OMD handles the media.

Gillette says power oral care is the company’s fastest growing business, with net sales growth of 22.5 per cent between 1995 and 1999, and that Braun Oral-B is already the leading brand of power toothbrush with a 68 per cent value share.

The company has named Edward DeGraan as acting chief executive after Gillette’s board forced Michael Hawley to resign following just 18 months in the chairman and chief executive post. The company is still looking for a permanent replacement for Hawley.


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