It unveiled two new razors yesterday, the Gillette Fusion and the Gillette Fusion Power. Not only will the new models have what the company described as "breakthrough five blade 'Shaving Surface' technology", on one side, they will also have a single blade on the back of the cartridge to help men trim their sideburns.
James Kilts, chairman and CEO of the Gillette Company, said: "Gillette Fusion is more than just a next-generation shaving brand, it's the future of shaving. Gillette Fusion extends our rich history of innovation. It's a breakthrough platform that will continue to drive our category leadership."
Since Gillette introduced its Mach3 triple-blade razor in 1998, the men's grooming market has seen rabid competition. Wilkinson Sword responded with a four-blade system, called Quattro, prompting Gillette to invent more advanced systems with increasingly outlandish names such as Mach3 Power Turbo and Mach3 Nitro, as well as signing David Beckham in a multimillion-pound contract to promote the brand.
Gillette said the Fusion would perform better than the Mach3, giving more comfort and less irritation.
The Gillette Fusion Power model is run by a battery, has a microchip and a low-battery indicator, and can still be used with water.
Gillette said it would back the launched with a "well-funded" advertising campaign, to cover TV, internet, print, radio, direct marketing and in-store promotions.
In the US, the top of the range Gillette Fusion Power will sell for $11.99 (拢6.60). It is due to go on sale during the first quarter of next year.
Procter & Gamble revealed in January this year it is to buy Gillette in a $57bn deal.
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