Procter & Gamble’s Gillette brand is introducing new Fusion ProShield, which is intended to build on the momentum of its FlexBall Technology, which was launched in 2015.

Gillette Fusion ProShield has been engineered to shield against irritation. It features a new Lubrication Bar before the blades and a Lubastrip after, and the razor features the brand’s FlexBall handle technology.

Tina Koehler, Gillette senior brand manager at P&G, said: “Gillette is all about providing men with the ultimate in shaving comfort and closeness. With this in mind, we have made our best blades even better to minimise the need for re-strokes. We know, however, that old habits are hard to break which is why the new Fusion ProShield comes with lubrication before and after the blades, protecting the sensitive facial skin.

“At Gillette, we constantly look for solutions to help improve the shave for guys, and our latest innovation is a perfect example of our commitment. More than 25 million men have already made the switch to FlexBall, and we are encouraging retailers to maximise their Health & Beauty sales by stocking up on Gillette’s most advanced razor.”

The launch is being supported by a nationwide TV advertising campaign, broad national print advertising, plus a digital and social media program and a range of POS material which retailers can use to create displays to increase awareness and encourage purchasing decisions.

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