Gillette Sharpens Venus Razors

NEW YORK Gillette said on Thursday that it will expand its Venus line with the launch of two high-performance women’s razors, Venus Vibrance and Venus Disposable.

Since its debut in 2001, Venus has generated cumulative retail sales of more than $2 billion. Venus is the No.1 female razor in the world, with a consumer base of more than 40 million women, according to Boston-based Gillette.

Venus Vibrance is the first power wet-shaving system for women, and Venus Disposable is a premium-performing disposable razor. Both razors incorporate technological and design enhancements “to better address the specific shaving needs of women,” according to the company.

Both products will be available this spring, supported by marketing efforts that will include TV, print, point-of-purchase and direct marketing. Omnicom Group’s BBDO in New York is the lead agency. Gillette spent $50 million on ads for Venus through October, per Nielsen Monitor-Plus.

“The introduction of Venus Vibrance and Venus Disposable reflects Gillette’s commitment to product innovations that drive category growth,” said Peter Hoffman, Gillette president of blades and razors, in a statement. “With Venus Vibrance, we are offering the world’s best shaving performance through our power wet-shaving technology, while Venus Disposable offers the category’s best technology in a disposable razor. These new products reinforce Gillette’s leadership position in female shaving.”

Brandweek staff report