Wilkinson Sword is stepping up its battle with Gillette by launching a new razor for women. Extreme III Beauty is a variant of its popular men’s Extreme III model. Although a disposable razor, it is still pitched against Gillette’s Venus cartridge model. The fiercely competitive female shaving sector is now worth more than £42m and is growing at around 12% [Information Resources MAT]. The razor boasts an “ergonomic designed” lightweight handle and aloe and lanolin moisturising strip, and will come in packs of four. Targeted at on-the-go 16 to 35-year-old females, rsp will be £4.49. Neil Murray, trade marketing controller for Wilkinson Sword, said: “Consumer research has demonstrated that women are looking for a convenient and high performance one-stop shaving solution that is on a par with men’s shaving products.” {{MARKETING - P&P }}