P&G to Launch Men's Shaving Line, Including Thermal Scrub

Posted on June 4, 2010

Five years after it bought Gillette Proctor and Gamble is launching a line of pampering shaving products aimed at men. The company will launch a thermal scrub which is used before shaving, like a hot towel at the barber shop. There will also be a cooling after shave moisturizer. The price points are between $7 and $9 for the products. Bloomberg reports:
P&G is seeking to persuade buyers of Gillette razors to take better care of their skin after the company's sales fell 3.3 percent last year. It's also a further push into higher-margin beauty products for the world's largest consumer-products company, which makes Charmin toilet paper and moved into cosmetics in the 1980s.

"We have an aspiration to be the biggest and best beauty and grooming company," Chip Bergh, who heads P&G's grooming unit, said in a telephone interview. "But we can't get there unless we win with men."

Gillette's new ProSeries line, including a face wash for sensitive skin and a moisturizer that protects against ultra- violet rays, will debut in North America June 6 and be available globally by the end of next year, Cincinnati-based P&G said.
Gillette has an edge over its competition with its name alone. Gillette is a man's brand and men know it. Competitor Dove for Men just doesn't have that great name. Gillette is aiming squarely at the mass market crowd with low prices, so it should be able to sell the new products.