Gillette Looks for Spring Launches

BOSTON — Gillette in the spring will launch an enhanced version of its Mach 3 shaver and an expanded line of men’s grooming products — to be backed by a multimedia ad push that will break as products hit the shelves in April 2002.

Lead agency BBDO will be handling the launch with a TV and print campaign,an agency representative confirmed.

Gillette spent $175 million on ads last year and more than $100 million through July 2001, according to Competitive Media Reporting.

The new version of Mach 3 Turbo features a redesigned handle and triple-blade system designed to provide more comfort and a closer shave; the Gillette Series includes reformulated shave gels, foams, splashes and deodorants.

This marks the first time in Gillett’s 100-year history that it has simultaneously launched a flagship shaving system and toiletry products.