Gillette has broadened its shaving horizons with the debut of Gillette Body, a line of body shaving products anchored by what the brand called its first razor "designed for the male terrain."


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Gillette launches body shaving line

February 18th, 2014

BOSTON – Gillette has broadened its shaving horizons with the debut of Gillette Body, a line of body shaving products anchored by what the brand called its first razor "designed for the male terrain."

Gillette Body razor

The Procter & Gamble men's personal care brand said the Gillette Body razor has unique features to help it glide comfortably over all body contours.

A rounded, forward-pivoting head provides increased maneuverability and adapts to body contours, allowing the razor to move through even the tightest spaces, according to P&G. Three lubricating strips facilitate glide for enhanced comfort, while three floating blades help provide a close, comfortable shave on sensitive areas.

In addition, the Gillette Body razor sports an ergonomic, anti-slip grip for added control, even in the shower.

Gillette Body razors, available now at food, drug and mass merchandise stores nationwide, carry a suggested retail price of $7.99.

And complementing the razor in the new Body line are Gillette Body Non-Foaming Shave Gel and Gillette Body 2-in-1 Wash & Shave.

Citing recent studies, including a Gillette phone survey, P&G noted that 73% of U.S. men have shaved or trimmed some part of their body, and 84% of men who currently shave at least one body part say they shave it year-round. However, men said they've had limited tools for doing so, with 58% of current body shavers saying that a better razor would enhance their body-shaving experience.

"To address the needs of men, Gillette has turned to its rich heritage of shaving innovation and performance, focusing on the terrain below the neck," stated Aaron Paas, Gillette North America brand manager. "With the new Gillette Body, we applied our 100-plus years of shaving expertise to engineer our first razor specifically designed for body shaving."

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