GILLETTE ANNOUNCES PLANS FOR WOMEN'S LINE
By Adnews Staff
The Gillette Company of Boston will debut a new line of women's shaving products in April 2000. The line, called "Gillette For Women Fashion Collection", will consist of the company's Women SensorExcel and Satin Care products. Included in the new collection are three new Sensor Excel razors in pink, blue and silver shades and two new Satin Care Shave Gels available in wild berry and flower twist scents. The new collection is targeted at the 12 to 34 year old market, who according to Gillette "tend to replace their existing razor every few years". The new collection will hit the shelves of food, drug, convenience and mass merchant stores across North America in April followed by its introduction to international markets throughout the remainder of the year. Advertising to support the launch of the line will include print, television and point-of-sale materials. The budget for the global integrated marketing campaign is $75 million U.S. Advertising for Gillette Company is done by BBDO of New York.