Gillette sets out to create biggest FMCG launch in UK

Procter & Gamble announced today that it would be launching the Gillette Fusion ProGlide razor in the first half of 2011.

Procter & Gamble: set to launch Gillette Fusion ProGlide razor next year
Procter & Gamble: set to launch Gillette Fusion ProGlide razor next year

Following a successful launch in the US, P&G hopes to beat its own record by creating the largest FMCG launch in the UK.

In 2006 the company achieved the accolade of second-largest launch with the Gillete Fusion razor.

The razor, tested on 30,000 men, is claimed to have unique technologies, including re-engineered low-cutting-force blades, and an improved precision trimmer.

Irwin Lee, P&G's UK vice-president and general manager, said: "To continue to grow and succeed, big brands need to stick to what they're good at – innovation.

"With Fusion ProGlide, we’re bringing together the best of Gillette's razor technology and P&G's skincare pedigree. We believe it's going to be a very exciting year."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).