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Gillette Introduces New Gillette Comfort Blades; A Significant Advancement in Blade Design for Extraordinary Shaving Comfort.

Business Editors

BOSTON--(BUSINESS WIRE)--April 21, 2000

The Gillette Company today introduced Gillette(R) Comfort Blades, improved, thinner blades designed to cut hair more easily than traditional Gillette blades for an extraordinarily comfortable shave.

Branded with a unique new quality seal, Comfort Blades will be featured exclusively in the Company's complete line of twin blade male and female shaving systems and disposable razors. These include Gillette and Gillette for Women SensorExcel(R), Sensor(R), Atra(R) and Trac II(R), Custom Plus(R), Good News!(R), Agility(R) and Daisy(R) branded products.

The introduction of Comfort Blades follows the 1998 introduction of the Gillette MACH3(TM) patented DLC(TM) comfort edges, the first major blade edge innovation in 30 years. Incorporating aspects of the proprietary manufacturing process developed for MACH3, Comfort Blades uniquely combine a thinner blade profile with a platinum chrome coating. The result is a superior blade edge, compared to traditional Gillette blades, which cuts hair more easily to provide exceptional shaving comfort.

"Gillette is integrating key elements of MACH3's superior blade technology into our complete line of twin blade products to deliver what millions of consumers look for in a shave -- incredible comfort," said Allan Boath, senior vice president, The Gillette Company. "With the Gillette Comfort Blades seal on every pack, consumers can 'take Comfort' in knowing their Gillette twin blade product will give them the added value of enhanced blade performance for an extraordinarily comfortable shave."

This is the first time that a blade innovation has been applied so broadly across the Gillette product portfolio. The entire line of twin blade products, 14 brands, will be re-launched with refreshed packaging graphics and the distinctive Comfort Blades quality seal. The quality seal is a guarantee that the Gillette twin blade products consumers are buying feature Gillette's proprietary blade technology. While MACH3 continues to drive category growth and Gillette market share worldwide, existing Gillette-branded twin blade products represent a significant 51 percent of the global market.

Gillette MACH3, with its breakthrough technological features, outperforms all other razors. Since its introduction in 1998, sales of MACH3 have propelled Gillette's share of the global blade market to 70 percent. MACH3 sales continue to grow; the new shaving system has already attained a 17 percent share of the global blade market. MACH3 achieved another significant milestone recently when the Company announced the production of its one billionth MACH3 blade cartridge, just 16 months after the product's global launch.

Gillette twin blade shaving systems and disposable razors with Comfort Blades will be available in the U.S., Canada, and Europe beginning in early November of 2000 and all other international markets in early 2001. The product launch will be supported by a $30 million global marketing campaign including print advertising, point of sale material and impactful secondary retail displays.

Headquartered in Boston, Mass., The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries, toothbrushes and oral care appliances, and correction products.
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Publication:Business Wire
Date:Apr 21, 2000
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