Gillette adds vibration to shaving experience amanda swinburn
Gillette Venus has launched a new battery-operated vibrating razor, a brand new concept in the Australian women’s hair removal market.
Venus Vibrance features new patented blade technology which reduces the cutting force required and provides a comfortable glide, as well as moisture strips and a small motor inside the handle.
The launch will be supported by a full scale media campaign across radio, TV, print, mobile media and outdoor. A PR campaign will feature a giveaways of trips to a spa resort in Queensland for customers.
Gillette business manager, grooming products Cameron Bruce said the total media spend for the product would be $4.9m. Ads have been created by Clemenger BBDO and the buying agency is Mindshare.
“This is our major product launch for the second half of 2005. It follows the launch of the male M3 Power battery powered razor and blades in February which has just hit a 7.4% share of the total market in Australia,” says Bruce.
Venus Vibrance will retail for $15.99 for the razor with replacement blades costing $16.49. Since the Gillette company launched Venus in 2001, it has become the world’s number one female razor with sales of US $575m annually.
