The M3Power is based on the Mach 3 system, which revolutionised the shaving market when it was introduced in 1998, but the battery adds gentle pulses to the shaving cartridge, moving hair away from the skin. This, according to Gillette, makes the shave closer than before.
M3Power launches in North American in May this year backed by a marketing campaign that will include television, print, radio and internet advertising, in-store promotions and direct mail.
Gillette says that in tests M3Power was "significantly preferred" over the Mach3 Turbo, which in turn beat Wilkinson Sword's new four-blade razor Quattro.
Peter Hoffman, president of blades and razors at Gillette, said: "The performance of M3Power is unprecedented. Consumer testing, conducted according to the industry's most rigorous standards, concluded that M3Power is preferred overall and on every one of the 68 shaving attributes that were tested, including closeness, comfort, efficiency, safety and less irritation."
Gillette retains BBDO New York on its Mach 3 brand.
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