Gillette launches shaving products designed for men with sensitive skin

Gillette, the Boston-based shaving brand, has just unveiled two products designed for men with sensitive skin: the Gillette Mach3 Sensitive razor and the Gillette Fusion ProGlide Sensitive shaving gel.

There are generally two reasons why American men do not shave regularly. Some men are fashion slaves, and they think showing off a face full of mustaches and shadow at five o’clock is trendy and chic. This group likes to “shake off the stubble,” said Susan Baba, US communications manager for Gillette.

But many others ignore shaving because they say it leaves their face raw and itchy. Indeed, a recent Gillette survey found that 54% of men report having sensitive skin which can be made worse by shaving.

For these men, shaving can feel like a cup full of barbed wire.

But use the Mach3 Sensitive, along with the new gel, and a man will be ready for a smoother, smoother shave, the new ad campaign says.

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The suggested retail price of the razor is $ 10.47. But that there may be a payoff for such an investment, notes an ad. Shaving with the Mach3 Sensitive will bring a man “closer to the one you love,” says a TV spot created by advertising agency BBDO, New York.

And for the man who aspires to be the ultimate smoothie, Baba recommends using the Gillette Fusion ProGlide SilverTouch, the brand’s premium razor.

The message on the Fusion ProGlide packaging has been updated to indicate that it is the ideal precision instrument for a man who wants a close and comfortable shave.