GILLETTE PLANS SPRING LAUNCH OF MACH3TURBO AND GILLETTE SERIES
By Adnews Staff
The Gillette Company will release its new Mach3Turbo shaving products and its Gillette Series line of men's personal care products in North America in April 2002. The Mach3Turbo is described as a triple blade shaving system. It includes anti-friction blade edges, a protective skinguard and an improved razor handle. The Gillette Series includes shave gels, after-shave gels, lotions and deodorants. According to Gillette, this is the first time in the company's history that it will simultaneously launch a flagship shaving system and toiletry products. An accompanying marketing campaign will include broadcast, print and Internet advertising, as well as consumer and trade promotions and in-store merchandising. The products will be sold in food, drug, convenience and mass merchandise outlets. A global rollout for the products will follow the North American release. Advertising for The Gillette Company is done by BBDO New York. Public relations are handled by Porter Novelli, also of New York.