Gillette Puts on a Brave ‘Shave Face’ with Launch of New Razor Handle
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Gillette will take on the “shave face,” those contorted grimaces men make in the mirror to get stray hairs with their ordinary razors, as it rolls out its new ProGlide Flex Ball razor with retail sales starting in June.
Ads from Grey Worldwide, including an online video showing a man shaving his entire face with one stroke using the pivoting razor (and help from a dental-cleaning-style suction tube), are part of Gillette’s effort to stop the migration of men toward cheaper razors or not shaving altogether.
The $11.50 Flex Ball handle aims to combat stray hairs in hard-to-reach places, one of the most common complaints men have even with Gilette’s highest-end Fusion ProGlide razor. Procter & Gamble Co. Group President-Global Grooming and Shave Care Patrice Louvet said in a Tuesday presentation that men say the handle makes the shave “twice as good.”
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