Gillette is bringing out a new Divine version of its bestselling ladies’ razor Venus, promising improved blades and increased lubrication.
The sapphire blue newcomer marks a concerted effort to see off the threat from arch-rival Wilkinson Sword’s new Intuition razor, currently getting support from a TV ad campaign.
Hitting shelves in June, the new Venus model will itself be backed by TV, print and outdoor advertising as well as online activity.
Its other boasts are extra moisturising and lubricating strips with botanical oils and natural aloe, together with enhanced cushioning around the blades. The upgraded handle is said to give better control, especially in difficult spots, such as the bikini and underarm areas.
George Allen, grooming business unit director, said: “The campaign supporting Venus Divine will continue to add a new dimension and depth to the brand while delivering the latest innovation to consumers.”
The company is also introducing an Oceania variant of its Satin Care shaving gel designed to be used with new Venus Divine.