The Gillette Co. will debut two new shaving systems and a new premium razor.
Taking off on its already successful Venus brand, Venus Divine will roll out in April 2004 at a retail price of about $9.99. The launch will be backed by a marketing campaign to include print and TV ads, P-O-P displays and direct marketing.
Building on its Sensor brand, Gillette will offer users the option of trading up from the two-bladed shaving system to a new three-bladed Sensor system debuting in March 2004. The campaign will include trial-building programs and the first TV advertising of Sensor systems in nine years. The Sensor3 system will retail for about $7.49.
The Mach3Turbo Champion, a racing-themed razor, will be introduced next month backed by print and broadcast advertising. It will retail for $8.99.
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