GILLETTE TO BREAK NEW SHAVING CAMPAIGN

Ads to Hype Improvements to Mach 3, Venus Razors

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CINCINNATI (AdAge.com) -- Gillette Co., Boston, will break new ads for its top-selling men's and women's shaving lines hyping improvements to the brands, the company said today.

New ads for Gillette's Mach 3 Turbo men's shaving system break April 25 from Omnicom Group's BBDO Worldwide, New York, that tout refinements that make the razor more comfortable for shaving in either direction and an improved lubricating strip next to blades.

Later this summer, three new TV ads from BBDO for Gillette's Venus Women's razor break touting a new "Crystal Clear" handle that could produce results for Venus similar to last year's "Cool Blue" extension of Mach 3, said Gillette Chairman-CEO James M. Kilts in a presentation today at the Consumer Analysts Group of New York in Scottsdale, Ariz.

$100 million media push
Mr. Kilts

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did not disclose spending, but retailers say they expect Gillette's 2002 shaving push to include more than $100 million in media spending overall.

In 10 months following its launch last March, Venus has generated more than $300 million in sales and captured more than 70% of the women's shaving market in the U.S., Mr. Kilts said. More than 40% of Venus users have traded up from disposable razors, he added.

Overall, Gillette's 71% share of the U.S. men's and women's shaving market is at a 40-year high, he said.

Also in April, Gillette plans to launch a "power stripe" improvement in deodorant protection across all three of its antipersperant/deodorant brands: Right Guard, the Gillette series and Soft & Dri.

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