A shaver with a processor... oh boy!BOSTON--(BUSINESS WIRE)--Sept. 14, 2005--The Gillette Company today announced the launch of Gillette Fusion(TM) and Gillette Fusion(TM) Power, revolutionary new wet shaving systems for men and the world's first razors to feature advanced technology on the front and on the back of the blade cartridge. Both shaving systems outperform the world's leading razors, MACH3Turbo and M3Power respectively, by incorporating breakthrough innovations that provide a dramatic increase in shaving closeness and comfort.
"Gillette Fusion is more than just a next generation shaving brand, it's the future of shaving," said James M. Kilts, Chairman, President and CEO, The Gillette Company. "Gillette Fusion extends our rich history of innovation. It's a breakthrough platform that will continue to drive our category leadership."
Both shaving systems feature a breakthrough 5 blade Shaving Surface(TM) technology on the front of the cartridge, with blades spaced 30 percent closer together than MACH3 blades. The combination of adding more blades and narrowing the inter-blade span creates a "Shaving Surface" that distributes the shaving force across the blades, resulting in significantly less irritation and more comfort. The Precision Trimmer(TM) blade, a single blade on the back of the cartridge, allows men to easily trim sideburns, shave under the nose and shape facial hair with control and precision.
"For the first time in our history, we are launching two revolutionary shaving products simultaneously," said Peter K. Hoffman, President, Blades and Razors, The Gillette Company. "The Gillette Fusion brand sets a new standard in shaving technology and performance. We have high expectations that it will break the sales records previously set by Gillette MACH3."
Gillette Fusion Power is the first razor to bring advanced electronics to wet shaving. Its patented on-board micro-chip optimizes the performance of the razor by regulating the voltage and frequency. A Low Battery Indicator Light illuminates when the AAA battery needs to be changed, and the Automatic Shut-off feature turns off the razor after approximately eight minutes of continuous operation in case of accidental activation. In addition, Gillette Fusion Power blades feature Gillette's most advanced blade coating technology to provide incredible glide and comfort.
Both the manual and power versions of Gillette Fusion include additional features on the front of the cartridge to improve the performance of the Shaving Surface. The new Flexible Comfort Guard follows the contours of the face to help the Shaving Surface comfortably shave closer. An Enhanced Indicator Lubrastrip fades to white when optimal shave conditions have been reduced. Both products feature a superbly engineered handle with an elastomer coating to provide a secure grip, better control, and a design that is elegant, highly functional and as next generation as the products' performance.
Consumer testing, in accordance with the industry's most rigorous standards, confirms that Gillette Fusion has raised the bar of shaving performance. Gillette Fusion is significantly preferred over the current best-performing manual shaving system, MACH3Turbo, by 2-to-1 and Gillette Fusion Power outperforms M3Power by a significant margin.
"The performance of Gillette Fusion and Fusion Power is unprecedented, and testing among thousands of consumers overwhelmingly proves these are the world's best shaving systems," said Mr. Hoffman. "We listened to consumers and developed products that meet the shaving needs of all men, with or without facial hair, to help them look and feel their very best."
The Gillette Fusion brand will be supported by a well-funded advertising and marketing campaign, including print, radio, television and Internet advertising, in-store promotions, point-of-sale displays and direct mail.
Gillette Fusion and Gillette Fusion Power will be available in North America during the First Quarter 2006 in food, drug, convenience and mass merchandise stores. The Gillette Fusion razor with two cartridges will retail for approximately $9.99, and the Fusion Power razor with one cartridge and a AAA Duracell battery will retail for approximately $11.99. A 4-pack of refill cartridges for Gillette Fusion will retail for approximately $12.00 to $13.00, and a 4-pack of Fusion Power cartridges will retail for approximately $13.00 to $14.00. Retail prices are at the sole discretion of individual retailers.
Headquartered in Boston, Mass., 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.
Gillette's Next Generation Men's Shaving Systems: Fusion
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Gillette's Next Generation Men's Shaving Systems: Fusion
Gillette Introduces Fusion: The Future of Shaving; Gillette's Next Generation Men's Shaving Systems Start a Reaction
Last edited by Apoptosis on Wed Sep 14, 2005 8:48 am, edited 1 time in total.
