The “advanced skincare” and shaving range is launching in the US today (12 February) and will be available from June. It is expected to roll out globally in the next 12 to 18 months.
The range includes a five-blade razor and four skincare products including what the company says is the first mass-market thermal facial scrub, face wash, a skincare lotion, and SPF moisturiser.
Two of these are already available in the UK under the Gillette Fusion series brand.
The fusion ProGlide Series is the first major innovation from the Gillette brand since it was acquired by Procter & Gamble in 2005.
It has been designed to reduce “tugging and pulling” on the skin with 15% thinner blades and a “blade stabiliser” which P&G claims allow the razor’s five blades to adjust to the contours of a man’s face and reduce discomfort.
Other features of the range include an “enhanced” moisturising strip, a precision trimmer, redesigned handle and a microcomb.
P&G says the science behind the ProGlide “addresses every aspect of interaction with hair and skin”.
P&G says that testing involving 30,000 men has already proved the ProGlide range is preferred at a 2-to-1 ratio over the Gillette Fusion range, which sells 100 million razors each year in 75 countries.
Male grooming is seen as a major growth area and Unilever launched its Dove Men+Care range earlier this year.
Shaving firm King of Shaves launched its first television advertising campaign at the end of last year in a bid to gain ground on rivals Gillette and Wilkinson Sword.
Chip Bergh, group president, global male grooming, Procter & Gamble, says: “Beyond superior technology, Gillette Fusion ProGlide and Gillette Fusion ProSeries bring real solutions to men’s number one skin care need and continue our century-long track record of delivering trusted performance that helps men look, feel and be their best.”
“Gillette has always been committed to delivering products that improve men’s lives and this commitment extends beyond blades and razors. By using the breadth and depth P&G’s skin science, we are able to serve even more men, more completely by addressing all of their grooming needs.”
Previously Gillette has used brand ambassadors including Tiger Woods, the golfer embroiled in a scandal over extra-marital affairs, football star Thierry Henry and tennis player Roger Federer in advertisements.
The brand has said it would limit Woods’ role in advertising to “support his desire for privacy” following heavy media coverage but could not say if brand ambassadors would be involved in advertising the new range.