P&G unveils exfoliating bar in new Razor Gillettelabs launch for easier shaving

02 Nov 2021 --- Procter and Gamble (P&G)’s Gillette brand has introduced a product innovation to its GilletteLabs lineup, which now includes an exfoliating bar to make the blade slide in a safer way and achieve a deeper shave.

With long-lasting exfoliating bar technology built right into the handle, this new razor removes dirt and debris from the skin before the blades pass, ensuring the skin is primed for a great shave.

“Our mission with GilletteLabs is to elevate the everyday shave as we currently know it.” notes Gary Coombe, CEO of P&G Grooming.

“The GilletteLabs Razor is the perfect combination of form and function. It features our best Gillette blades, but the real genius is what comes before the blades – our exfoliating bar preparing the skin before the blades pass.”

Designed for ease of use
The GilletteLabs with Exfoliating Bar razor was crafted with design in mind, featuring Gillette’s most advanced five blade cartridges.

P&G’s grooming segment experienced a 4% sales increase according to the company's first quarter results for 2022.It includes 2D FlexDisc technology that contours to the face, helping maintain contact between the blades and the skin.

This consistent contact allows for evenly distributed pressure from the exfoliating bar and blades for a smooth shave.

It also features an ergonomically designed handle with a full rubber backing and grip so consumers can best shave themselves.

In addition, a magnetic stand securely holds the razor standing tall, allowing the blades to dry properly. Lastly, a premium kit is available with an aluminum travel case for easy storage.

Prepping the skin
GilletteLabs is also introducing a suite of skincare products, including a Quick Rinse Shave Foam, Rapid Foaming Shave Gel, and a Fast Absorbing Moisturizer, giving consumers the tools for a good shave from start to finish.

Combining these new skincare products alongside a GilletteLabs razor unlocks the three steps to a premium shave: skin preparation, shaving with exfoliation and moisturization, the company says.

Begin with the Quick Rinse Shave Foam or Rapid Foaming Shave Gel as a shave prep that will help cool and protect your skin from shaving irritation.

“GilletteLabs razors and skincare products are designed for those with discerning taste, who want a stylish and performance-focused grooming experience,” the brand supports.

This razor is GilletteLabs’ second introduction, following the inaugural launch of Heated Razor in 2019, which is marketed as delivering the comfort of a hot towel with every stroke.

Reporting grooming profits
P&G recently revealed its first-quarter financial results for fiscal year 2022, reporting net sales of US$20.3 billion, an increase of 5% versus the prior year.

The consumer goods giant’s beauty segment’s organic sales increased by 2% versus the previous year due to organic sales in hair care rising. P&G’s grooming segment experienced a 4% sales increase; the health care segment had a 7% organic sales increase; and the fabric and home care segment had a 5% organic sales increase.

Recently, a survey from P&G’s Febreze has found that one in four US consumers never sanitize the soft surfaces in their homes, like their sofas or rugs.

The study coincides with the launch of P&G’s Febreze Fabric Antimicrobial, a multi-purpose fabric spray that can kill 99.9% of bacteria, eliminate odors and prevent the growth of mold and mildew on soft surfaces.

Moreover, the Febreze brand also introduced Febreze Unstopables Touch Fabric Spray to reinvent the way people refresh their homes, by giving them “a long-lasting scent with every touch.”

By Kristiana Lalou

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