Procter & Gamble (P&G), the household goods and toiletries giant, is seeking to extend its share of the electrical shaver market with the launch of a major product under its Braun brand.
The SmartControl3 range of battery-operated razors will be rolled out across retailers this month and positioned as an “affordable” alternative to more advanced shaving products.
Amy Wright, Braun business manager for male hair removal, says the launch is in line with a growing trend among consumers towards trading-up when purchasing razors.
The launch will be supported by a significant consumer and trade PR campaign, with in-store activity and a demonstration programme also planned throughout the summer.
The range comprises three separate models featuring a three-stage cutting system available in metallic silver, “fusion blue” and “midnight black” with retail prices ranging from £48.99 to £69.99.
It is understood to be the first major extension of the brand since P&G launched its battery-operated shaver PocketGo, designed as a secondary shaver for use while travelling, in June last year.
It follows P&G’s acquisition of Braun, the UK’s second-largest electric shaving brand behind Philips, as part of its £32bn purchase of Gillette in October 2005.
The UK electrical male hair removal market is worth an estimated £109.3m, with men’s shavers accounting for 84% of the market by value, according to figures compiled by GFK.
Last year P&G embarked on a major advertising blitz to support the launch of its innovative five-blade Fusion razor, following the Gillette acquisition.