Gillette
This article was originally published in The Rose Sheet
Executive Summary
Complete line of twin blade shaving systems relaunching with new Comfort Blades technology. Fourteen razors including Sensor, SensorExcel, Good News and Daisy will phase in the new blades beginning in November. Comfort Blades are thinner to "cut hair more easily than traditional Gillette blades," according to the company. The biggest relaunch in Gillette history, the products will be supported with ads at the time of introduction. The products also will be repackaged, carrying an icon denoting the Comfort Blade technology. Pricing for the new blades may be modestly higher than the current blades, Gillette maintains