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Gillette Intros Fusion System

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NEW YORK Gillette today launched Gillette Fusion and Gillette Fusion Power, new wet shaving systems that incorporate five blades in the head.

"Gillette Fusion is more than just a next generation shaving brand, it's the future of shaving," James Kilts, chairman, president and CEO of Gillette, said in a statement.

Both shaving systems feature a five-blade shaving surface technology on the front of the cartridge, with blades spaced 30 percent closer together than Gillette's Mach 3 blades.

The combination of adding more blades and narrowing the inter-blade span creates a surface that distributes the shaving force across the blades, resulting in significantly less irritation and more comfort, according to the company. The Precision Trimmer blade, a single blade on the back of the cartridge, allows men to easily trim sideburns, shave under the nose and shape facial hair with control and precision.

Gillette Fusion and Gillette Fusion Power will be available in North America during the first quarter of 2006 in food, drug, convenience and mass-merchandise stores. The Gillette Fusion razor with two cartridges will retail for approximately $9.99, and the Fusion Power razor with one cartridge and a triple-A Duracell battery will retail for approximately $11.99.

Omnicom Group's BBDO in New York handles the Gillette ad account. The Boston-based client spent $560 million on U.S. ads last year, per Nielsen Monitor-Plus. The company in its annual report said total 2004 marketing costs were in excess of $1 billion, but it does not break out how much was spent on paid media.

—Brandweek staff report