GILLETTE LABS TAKES THE EFFORT OUT OF SHAVING WITH
GAME-CHANGING NEW RAZOR
GILLETTE LABS CHANGES THE FACE OF SHAVING WITH LATEST INNOVATION
HELPING TO MAKE MEN’S DAYS MORE EFFORTLESS.
GILLETTE’S BIGGEST EVER LAUNCH WILL BE THE LAST RAZOR HANDLE YOU EVER
HAVE TO BUY, WITH A LIFETIME GUARANTEE.
Morning routines across the UK are about to get more effortless
thanks to the latest drop from Gillette Labs.
The much-hyped new razor from Gillette Labs – Gillette’s premium innovation hub – sees the launch
of the first ever razor with a built-in exfoliation bar to combine shaving and exfoliation in one effortless
stroke. Its sleek, premium metal handle comes with a lifetime guarantee1
, making this the last razor
guys need to buy, upgrading their shave to look and feel their best, effortlessly.
“Gillette Labs is a game-changer,” said Matt Thomas, Senior Director for Grooming at
P&G. “We know some guys think shaving is a hassle. Not anymore. This new razor from Gillette
Labs combines shaving and exfoliation in one effortless stroke. You get the world-class technology
you’d expect from Gillette, together with beautiful design for the perfect combination of form and
function. We’re changing the face of shaving and making it effortless.”
Winner of the GQ Award in the ‘Best Razors’ category, the razor’s built-in exfoliation bar removes
dirt and debris from the skin before the blades pass and features Gillette’s most advanced five blade
technology for a close, comfortable shave. The beautifully designed metal handle comes with a
magnetic stand to securely hold the razor upright, meaning the razor not only looks great on your sink
but also allows your blades to dry fully.
The razor’s unmissable launch will be Gillette’s biggest ever, with the company aiming to surpass the
iconic Gillette Fusion launch in 2005. Football icons Raheem Sterling and Ian Wright will play central
roles, alongside activations from some of the UK’s biggest content creators including Lando Norris
and his ‘Quadrant’ gaming collective. Pre-launch hype has already been building, with over 100,000
people signed up to the Gillette Labs waitlist.
“Guys who have tried Gillette Labs tell us they love it – the consumer testing is better than any Gillette
launch in history including the iconic “Fusion” razor. We will paint the UK and Ireland black and neon
green across the next few months to ensure this launch is truly unmissable, continuing our history of
working with game-changing ambassadors including Raheem, Ian & Lando,” added Matt Thomas.
The launch will also see a first-ever Gillette Labs takeover of the famous ‘Gillette Soccer Saturday’
partnership with Sky Sports, as well as painting famous UK landmarks such as the Piccadilly lights
advertising space neon green in line with the razors iconic brand colour.
Alongside the razor launch, Gillette Labs is also introducing a new skincare range, including a Quick
Rinse Shave Foam and Rapid Foaming Shave Gel, designed for smooth strokes and smooth skin, giving
guys the tools for an effortless shave from start to finish.
The new Gillette Labs range is available to buy online at Gillette.co.uk
as well as in store and online at all major UK retailers.
@GilletteUK #EffortlessFlow
Notes to Editors
Gillette Labs Exfoliating Razor – RRP: £22.49*
For more information on the full range, please visit the Gillette Labs press hub or contact GGilletteGroup@hkstrategies.com
*pricing is at the sole discretion of the retailer
About Gillette
For more than 120 years, Gillette has delivered precision technology and unrivalled product performance – improving the lives of over 800 million consumers around the world. From
shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave gel (gels, foams and creams), skin care, after shaves,
antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit www.gillette.com. To see our full selection of products,
visit www.gillette.com. Follow Gillette on Twitter, Facebook and Instagram.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®,
Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®.
The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
1 Lifetime of original purchaser / recipient. Retain receipt. Visit Gillette.co.uk/labs/warranty for full T&Cs
