Gillette’s New Razor – You Call This Innovation?

Gillette plans a major new razor release, the ProGlide FlexBall. It features a swiveling ball-hinge that allows the blade to pivot. And, according to initial reports, it also features a high-end price.

According to the Wall Street Journal:

It reflects the new strategy of recently returned P&G Chief Executive A.G. Lafley, who has said he sees an opening to squeeze more revenue out of the high end of the market for the products Americans use every day.

But by charging a premium price for a bigger, more complex piece of hardware, P&G risks alienating cost-conscious consumers while providing fresh fuel for comedy writers who have long lampooned the evolution of razors from simple shaving devices into multi-bladed behemoths.

…The FlexBall’s marketing material boasts that P&G spent years working on the handle to make sure that the razor head has “optimized stiffness” and “damping” so that just the right amount of force gets it to swivel and stop. Doing so, the company claims, means the blades miss 20% fewer hairs with each pass and that it can cut each whisker 23 microns shorter—about a quarter of the width of a strand of human hair.

The launch, set for April 29th, is being touted as a big return to innovation for the men’s shaving sector.

Shipments are expected from early June, in advance of Father’s Day.

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