GILLETTE TO INTRODUCE VENUS APRIL 2001
By Adnews Staff
The Gillette Company of Boston, MA, is planning to debut a new women's razor to consumers in North America, Europe and select international markets in April 2001. The new triple blade razor, called Venus, features an oval-shape cartridge, an ergonomic handle and a storage compact for mounting on the wall in showers or baths. According to Gillette, Venus is designed specifically for how and where women shave. Mary Ann Pesce, vice president of global business management for The Gillette Company explained, "Venus is expected to significantly increase the size of our female shaving business by capturing new users and trading up current systems and disposable users." Gillette will focus on Venus for its female blades and razors advertising in the new year. Television, radio, print, outdoor and Internet advertising is scheduled to break just as Venus begins hitting the shelves of food, drug, convenience and mass merchant stores in April. Marketing support for the first-year will have a budget of US$150 million. Advertising for The Gillette Company is done by BBDO of New York.