Gillette is gearing up for the UK launch of Fusion ProGlide with FlexBall, which will replace the brand’s existing ProGlide razors.
Rolling out next week (from 17 February), Gillette Fusion ProGlide with FlexBall comprises a manual (rsp: £12) and a power razor (rsp: £15). Launched in the US last summer, the FlexBall features blades that pivot on a ball in multiple directions, which brand owner Procter & Gamble claimed kept the blade in better contact with the contours of the face.
The razor will be launched alongside Fusion ProGlide Sensitive 2-in-1 Shave Gel (rsp: £4.99), which combines shaving gel with skincare. The product comes in a canister with a see-through gauge to allow men to see how much is left, and features a locking dispense cap to prevent mess and waste, said Ian Morley, household & grooming commercial director at P&G.
Morley predicted FlexBall, which he said P&G was focused on making “the biggest fmcg launch this year”, would sell three million handles in its first year, while predicting the 2-in-1 shaving gel would add £3m in incremental sales to the category.
“We are aiming to follow in our proud history of top-class innovation with further launches from the brand,” said Morley.
The activity follows a 2.7% drop in Gillette blade sales to £249.9m in an overall category down 1.9% in value [Nielsen 52 w/e 11 October 2014].
P&G is supporting the NPD with a multi-media push including TV, print and social media activity.