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Gillette readies women's Mach3

Published on .

Gillette Co., Boston, will launch the long-awaited women's version of its best-selling Mach3 razor next spring, backed by a campaign from BBDO Worldwide, New York. The new system, Gillette for Women Venus, features oval-shape triple-blade cartridges, an ergonomic handle, and a storage unit to hold the handle and blades in the shower. Gillette plans to spend $150 million supporting Venus during its first year, including TV, print, outdoor and Internet ads tagged "Reveal the goddess in you." The razor will be in stores in the U.S. and Europe in April, and will continue rolling out overseas through 2002.

Copyright November 2000, Crain Communications Inc.

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