Gillette Creates War Over New Mens Razor

Gillette's New Mens Razor Creates War

The blade count of Gillette's upgraded mens Fusion razor is to stay the same, contrary to speculation.

Men can expect the new version, called the ProGlide, to have thinner blades, a better grip, a hair microcomb and 'mineral-oil lubrication', making for a smoother shave.

The redesign specifically addresses the daily problem faced by men when shaving - the tugging and pulling of skin.

It is the first new shaver developed by Gillette since Proctor & Gamble bought the company in 2005.

According to Proctor & Gamble, the five-blade Fusion accounts for almost half, or 45 per cent, of mens razors sold in the US.

Razors have long competed on blade count, with the first two-blade razor created by Gillette in 1971. In 1998, in competition with the three-blade Japanese Kai razor, it created the three-bladed Mach3.

While Gillette hopes to remain "the best a man can get" they might be under fire from its rival, King of Shaves.

King of Shaves is launching its Azor M Alloy system next month, which uses its patented Bendology Technology to allow shavers to get to the hard-to-reach places such as under the nose.

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