Gillette launches 'Fusion brand' - improve performance of Shaving Surface

22 Sep '05

3 min read

Consumer products in the areas of grooming, batteries and oral care markter The Gillette Company announced the launch of Gillette Fusion and Gillette Fusion 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.

James M. Kilts, Chairman, President and CEO, The Gillette Company said that Gillette Fusion is more than just a next generation shaving brand, it's the future of shaving. 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 technologies 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.

Peter K. Hoffman, President, Blades and Razors said that for the first time in our history, we are launching two revolutionary shaving products simultaneously. 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.

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