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GILLETTE TO UPGRADE MEN'S GROOMING PRODUCTS

By Published on .

NEW YORK (AdAge.com) -- Gillette Co. will introduce an upgrade to its flagship Mach3 razor and a reformulated line of men's grooming products next spring, backed by a multimedia advertising campaign.

The redesigned Mach3 Turbo and Gillette Series products will arrive in stores in April. The new razor features an improved blade and handle design, while the Gillette Series toiletries include new shaving, after-shave and deodorant products.

The ad campaign, from Omnicom Group's BBDO Worldwide, New York, will include TV, print, radio, outdoor and in-store advertising, as well as in-store promotions for both product lines.

Peter Hoffman, president of Gillette grooming products, would not disclose the launch budget, but said the effort will follow Gillette's objectives of increased advertising spending to support its products.

Gillette recently tagged a $150 million annual budget to launch its Venus women's razor, which reached stores this past April.

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