Gillette Is Betting That Men Want an Even Closer Shave - best battery operated toothbrush

By CLAUDIA H. DEUTSCHSEPT.
Let regulators worry about whether Gillette's merger with P & G will cause antitrust problems.
Concerns investors about how the merger will affect the combined company stock.
Gillette faces a more pressing challenge: convincing men to buy a new shaving system.
Yesterday, Gillette released Fusion (manual)
And fusion power (
Battery operation), a wet-
The shaving system is much more than the company's Mach3Turbo and M3Power and is currently the top shaving systemSelling razors
It also announced a series of shaving creams and gels that match the new shaver.
James M Gillette Fusion is "the future of shaving"
Gillette chairman and chief executive Kilts told analysts and reporters gathered in the Manhattan auditorium to hear the latest news.
Peter K, don't overdo it.
Hoffman, president of the Gillette blade and razor division, defined the fusion for the public ---
"Nuclear reaction of energy generated by nuclear nucleus binding "--
And suggest that the "breakthrough technology" of the fusion system can be compared.
Many things are at stake.
According to Gillette, American men spend about $1.
Last year, the price of blades and razors was $7 billion, and the price of shaving cream and gel was $0. 3 billion.
Globally, shaving products cost more than $10.
Sales of 4 billion.
Advertising Gillette will spend a lot of time promoting the word.
It won't leak the marketing plan or even leave the room with product samples ---
"We don't want to pay any price in the competition . "
Hoffman said in an interview afterwards.
But he promised that in early 2006, when fusion products were on the market, Gillette would launch an "absolutely huge blockbuster marketing plan, the biggest launch in the history of the Gillette shaving system.
"Yes, it is true, even if adjusted according to inflation, Sir
The skirt is attached.
The ad "Mach3 will remain the same.
But integration will be our flagship brand . "Kilts said.
This is the first time Gillette has launched a full range of razors and accessories at the same time, and marketing experts agree with the decision.
"Pay tribute to these guys;
"They offer urban nirvana," said Gary M . "
Stibel is the leading founder of the New England Consulting Group, a marketing consulting firm located in West Port, Connecticut.
"You get a five
You can use the blade razor in any way you want, there is a power supply, there is no power supply.
You can get gel and beauty products.
For better shaving, people will believe in the whole system. "Maybe so --
But do men really need a better shave than Mach3 offers? Mr.
Hoffman is sure.
He pointed out that 60% of the people who tested Fusion razors prefer them to Mach3, and he predicted that fusion would be a "billion-
Dollar products "until 2008.
But marketing experts, while praising Gillette's willingness to accept Mach3 sales, are not so sure.
Nicholas Donatello said: "It's a very difficult decision to eat into your own leading brand, even if you know someone else will do that to you if you don't
President of Odyssey, a San Francisco market research company.
But there is still the problem of market fatigue. -
I mean, at this point, do men really think their shaving experience needs to be much better?
Gillette's agency-
BBDO world under Omnicom Group--
A large number of product images and attributes can be accessed to stimulate the appetite of the tired Shaver.
Both Fusion models have five blades instead of the three blades of Mach3, which are nearly 30% apart than the Mach3 blades-
The company says the changes provide a more comfortable shaving service.
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The Fusion model has a "precision trimmer" blade on the back of the knife box for trimming side corners or shaping facial hair. (
According to Gillette, about half of men have beard, goat beard, or other forms of decorative facial hair. )
The ability to integrate to get more technology.
It's bullet. -
This will also apply to the manual version--have a super-
The thin coating provides a tighter shave, Gillette said.
When it runs on a traditional AAA battery, it integrates an electronic chip to adjust the voltage and ensures that the "shaving experience" is consistent as the battery consumption increases.
If it is idle for eight minutes, it will even turn off.
Advertising Gillette has applied for 70 patents on Fusion razors and is expected to be able to get a 30% price higher than mach3.
The manual Shaver and two cartridges cost about $9. 99, with a 4-
A pack of refills for about $11. 99.
Fusion Power with a cartridge and battery--
Of course, because Gillette owns the brand, Dulak. -
It will be retail for about $11.
99, refill 4-
Package for $13 or $14.
However, the elephant in the room is a merger with The Procter, which should be completed this fall unless the regulator holds reservations.
Procter is already doing pre-
Take pre-emptive divestiture measures to prevent anti-monopoly police-
For example, it is selling its stab Brush electric toothbrush business to Church & Dwight to avoid becoming too dominant in the field in conjunction with Gillette's powerful oral toothbrushB line.
Fortunately, sir.
Hoffman and his team Procter are not in the shaving industry, so Gillette's new
There will be no potential conflict with the product plan.
"Fusion will be the first blockbuster of the merged P. &G. -
William P. predicted: "Gillette entity
Pecoriello, a family product analyst at Morgan Stanley. Mr.
The skirt certainly agrees.
Fusion was first launched in North America, and when Gillette launched the product globally, the merger should go smoothly.
Compared to Gillette, Procter has a better global distribution system, "Our joint sales team will have the scale to really get meaningful distribution in these markets . "
Kiltz said in an interview.
In addition, he added, "Procter is one of the best media buyers in the world.
"However, there may still be problems with the merger.
"In any case, it is difficult to release large products, but especially if the staff is distracted by the merger," Mr Hu
Donatello warned. Mr.
Kiltz shrugged off that.
"Look," he said.
"We're going to write a Harvard case history of how to integrate when we release a product.
"We are constantly improving the quality of our text archives.
Please send feedback, error reports, and suggestions to archid_feedback @ nytimes. com.
A version of this article was printed on page C00005 of the National edition on September 15, 2005, with the title: Media: advertising;
Gillette bet that men want to shave more carefully.