BOSTON — Procter & Gamble’s Gillette brand said its new Fusion ProGlide razors and cartridges and Fusion ProSeries shaving products for men have hit store shelves nationwide.
P&G unveiled the Gillette Fusion ProGlide and Fusion ProSeries lines in February and said they would become available in retail stores and online outlets in North America starting in June, with global expansion in the ensuing 12 to 18 months.
Fusion ProGlide incorporates a series of unique technologies that address critical areas for a better shave and deliver improved comfort and performance, such as a redesigned cartridge with thinner, finer blade edges that glide through hair, reducing tug and pull, according to Gillette.
Meanwhile, the Fusion ProSeries skin care products aim to provide superior comfort before, during and after shaving, Gillette said, noting that the line features the first mass-market men’s thermal facial scrub.
The Fusion ProGlide and Fusion ProSeries launch will be supported by a multipronged marketing campaign, including print, broadcast, multicultural and online advertising, public relations, sports marketing, in-store initiatives and social media campaigns, according to P&G.
The consumer products giant said the national television spot features a host and camera crew "invading" a locker room to encourage guys to try Gillette Fusion ProGlide and "transform shaving into gliding." The testimonial commercials depict real consumers’ reactions captured on camera when unsuspecting men tried Gillette Fusion ProGlide for the first time, while the print and digital ads focus on "transforming skeptics into believers" and include quotes from consumers who have tried the product.
The Gillette Fusion ProSeries line includes four products: the Fusion ProSeries Thermal Scrub, Fusion ProSeries Sensitive Face Wash, Fusion ProSeries Intense Cooling Lotion and Fusion ProSeries Instant Hydration UV Moisturizer + SPF15.
Fusion ProGlide manual and power razors carry a suggested retail price of $10.99 and $12.99 in the United States, respectively, while the Fusion ProSeries range in price from $6.99 to $8.99.
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