BOSTON — Gillette aims to deliver more value to men — and earn their loyalty — with the launch of the free Gillette Shave Club for men, which provides a range of grooming information, a chance to win new prizes and perks, and an enhanced subscription shopping experience.

Three shaving packages are offered via the Gillette Shave Club: Classic, Advanced and Ultimate.

The Procter & Gamble men’s shaving brand said Thursday that the new shave club builds on Gillette’s original subscription service, which allows guys to sign up to buy Gillette blades and have them delivered at a frequency that best fits their needs.

The Gillette Shave Club is open to all men, whether or not they’re subscribers, who want to receive Gillette benefits such as deals and coupons, exclusive access to some of Gillette’s leading campaigns, including sports and entertainment partnerships and celebrities, as well as helpful men’s grooming and style content.

The club also offers the convenience of subscription razor service with a choice of three packages at an attractive value. P&G said that even when selecting Gillette’s best blades, men can save up to 50% when compared with the $9-per-month plan of a competing shave club.

The Classic package includes the Gillette MACH3 razor, the Advanced package features the Gillette ProGlide razor, and the Ultimate package provides the Gillette Fusion ProGlide with FlexBall Technology razor for about $5 a month.

And now, through an easier-to-use, step-by-step process, men can adjust their plans based on the type of blades they prefer, how often they want to receive them and their preferred retailer. They can also subscribe to receive additional products such as shave gel.

Depending on the package selected, preferred retailers include Walgreens, Drugstore.com, Target, Sam’s Club, Amazon, Soap.com, ePantry and Gillette.com.

Besides having Gillette’s best blades delivered free as needed, benefits of the Gillette Shave Club also include a loyalty program that rewards subscribers for their purchase with Gillette deals and coupons; a no-purchase-necessary reward program offering the chance for exclusive access to some of Gillette’s top sports, lifestyle and entertainment raffles and giveaways; and a free razor handle or $5 off the next purchase for first-time subscribers to Gillette or one of Gillette’s retail partners.

With the announcement of the shave club, men who sign up for the free membership before June 10 are eligible for a chance to win a trip to the Major League Baseball All-Star weekend on July 12 to 14 in Cincinnati, including tickets to the All-Star Game and the Home Run Derby.

“At Gillette, we think guys deserve a great shave at a great value, and they shouldn’t short-change themselves when it comes to the quality of their shave. We also want it to be as convenient as possible for guys to shop Gillette,” stated Charlie Pierce, group president of global grooming. “With our Gillette Shave Club, guys can continue to get Gillette’s best blades delivered directly to their door through Gillette.com or one of our various retail partners – and they can save money versus other subscription plans. Now, they can also join our community where they can receive rewards that other shave clubs may not offer.”

The launch of the Gillette Shave Club comes amid market share gains from Web-based razor providers such as Dollar Shave Club, Harry’s and 800razors.com.