'Pulsating' M3 Power Debuts in May

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CINCINNATI ( -- Under mounting pressure for from its increasingly competitive distant No. 2 rival, Gillette Co. today said it will launch a battery-operated version of its best-selling Mach 3 razor.

Peter Hoffman, president of Gillette's blade and razor business, said in a press conference today that the new razor, the Mach 3 M3 Power, will have a "pulsating" action and cartridge with improved coating. The razor debuts in May.

Super Bowl ads
Mr. Hoffman also said Gillette will launch a new ad campaign for its existing razors on the Super Bowl Feb. 1 on Viacom's CBS. The new "advertising initiative" will "re-introduce emotional, aspirational image-focused advertising" to the Gillette brand, Mr. Hoffman said.

Omnicom Group's BBDO Worldwide, New York, is Gillette's ad agency for the brand.

Mach 3 M3 Power will be priced at a 15% premium to Gillette's current top-end Mach 3 Turbo product, with a suggested price of $14.99 for the system, including a AAA Duracell battery and two cartridges, and $10.99 for a pack of four replacement cartridges. The new product also takes existing Mach 3 cartridges.

Gillette is trying to stave off a push from its main rival, Energizer Holdings' Schick, which launced Quattro, the category's first four-bladed razor, last fall.

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