Source: P&G

The razor’s metal handle comes with a magnetic stand and a lifetime guarantee

P&G is rolling out the latest innovation for its premium Gillette Labs sub-brand: the “first ever” razor with an exfoliation bar.

Designed “to make men’s days more effortless”, the new razor (rsp: £22.49) combined “shaving and exfoliation in one effortless stroke” the supplier said.

The head combines a long-lasting exfoliation bar with a traditional lubrication strip and five blades, promising “a close, comfortable shave”.

Its metal handle comes with a magnetic stand and a lifetime guarantee, making it “the last razor you’ll need” according to Matt Thomas, senior director for grooming at P&G. It was also “more attractive” than a regular razor, he added. “Really beautiful products have been lacking in men’s grooming.”

The premium launch was the most significant shaving innovation since Gillette Fusion’s 2005 debut, he claimed. “We expect it to be the biggest launch in men’s toiletries in 2022 by a very long way.”

Available now, the Gillette Labs exfoliating razor is joined by Quick Rinse Shave Foam, Rapid Foaming Shave Gel and Fast Absorbing Moisturiser. All contain vitamin B3 for its anti-inflammatory properties.

The launch would be backed from 23 February by a “massive push” Thomas added. It will include social and outdoor activity – the latter of which will see a 3D razor “poking out” of London’s Piccadilly Lights. Manchester City’s Raheem Sterling and TV presenter Ian Wright “will play central roles” in the campaign, P&G said.

Its overall Gillette brand lost £16.4m last year across razors, blades and shaving preparations [NielsenIQ 52 w/e 11 September 2021] as home-working and a lack of social occasions gave men fewer reasons to shave. However, it was now seeing gains as “guys are actually shaving again” said Thomas.