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BOSTON, Dec 16, 2004 (BUSINESS WIRE)
The Gillette Company today announced the upcoming launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.
The two new razors are Venus Vibrance(TM), the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporate technological and design enhancements to better address the specific shaving needs of women.
"The introduction of Venus Vibrance and Venus Disposable reflects Gillette's commitment to product innovations that drive category growth," said Peter K. Hoffman, President, Blades and Razors, The Gillette Company. "With Venus Vibrance, we are offering the world's best shaving performance through our power wet shaving technology, while Venus Disposable offers the category's best technology in a disposable razor. These new products reinforce Gillette's leadership position in female shaving."
Since its launch in 2001, Venus has generated cumulative retail sales of more than $2 billion. Venus is the number one female razor in the world, with a consumer base of more than 40 million women.
Venus Vibrance
Venus Vibrance is the world's most technologically advanced women's razor. Utilizing the advanced technology that Gillette pioneered with the introduction of the M3Power men's razor at retail in May 2004, Venus Vibrance delivers gentle pulses to the shaving cartridge to provide the closest, smoothest Venus shave ever.
Venus Vibrance also features Gillette's proprietary Comfort-Coated blades, which provide the closest shave for women. In addition, new Moisture Glide(TM) strips provide a gentle and smooth shave.
Venus Vibrance will be available in North America early next spring in food, drug, convenience and mass merchandise stores. The shaving system, which includes the refillable razor, one cartridge, storage compact and an AAA Duracell battery, will retail for approximately $9.99 - $11.99. A package of four refill cartridges will retail for approximately $9.99 - $11.99.
Venus Disposable
Venus Disposable incorporates the proven technology and performance of the top-selling Venus razor with the convenience of a disposable razor for women who prefer disposables.
Venus Disposable combines premium-performing Venus system blade technology with the simplicity of a disposable razor, giving women the smoothest legs ever from a disposable. Its unique, lightweight, easy-to-hold handle enhances control, and the pivoting rounded head hugs every curve and contour.
Venus Disposable will be available in two formulas: Enhanced Moisture with Aloe & Vitamin E, and Sensitive Skin with Soothing Botanicals. Venus Disposable will be introduced in North America early next spring and will retail for approximately $6.49 - $7.99 for a package of three razors.
Venus Vibrance and Venus Disposable will be supported by comprehensive marketing efforts that will include print and broadcast advertising, in-store communications, consumer promotions and direct marketing.
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries and manual and power toothbrushes.
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SOURCE: The Gillette Company
Gillette Michele Szynal, 617-421-7086 or Porter Novelli Jennifer Newberg, 617-897-8274 or Allison Greenberg, 212-601-8211
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