Gillette Venus, has focused its efforts on transforming the category for 2010, with the introduction of innovative new products and making further improvements to existing products. Backed by the largest advertising spend in Venus’s nine year history, the campaign will roll out from 1^st February.

After consumer research suggested that women were looking for more convenient products, Venus is excited to announce a revolutionary new 2-in1 product, Venus Breeze SPA. The Breeze SPA makes shaving easy with its built in shave gel bars that provide moisturising lather for a smooth shave, without the need for separate shave cream. The Gel bars are infused with the clean, fresh scent of white tea, which is known for its skin soothing properties and will appeal to women who are looking for an all encompassing system. The new product slots into the market as a razor which meets consumer needs for convenience whilst providing an easy and clean shave under the loved and trusted Venus brand.

The female razor market is worth £68 million in the UK and Gillette Venus brand holds over a 50% share.  Gillette Venus strives to continually improve existing products and is pleased to launch the new special edition Venus Embrace. It offers women five blades for an amazingly close shave and dramatically smooth skin in an eye catching new purple colour. A flatter pivoting head flexes around women’s curves to remove virtually every hair and a Protective Ribbon of Moisture adds a smooth glide to the shaving process, as well as a soft gel handle for extra grip.

To complete the Venus blades and razor line up, Gillette is completely revamping its disposable range. Rebranded from the Agilite, Gillette Venus is launching the Venus Simply 2, Simply 3 and Simply 3 plus. Venus Simply 2 offers two blades, Venus Simply 3 will offer three blades and pivoting head and Venus Simply 3 plus will include three blades, a premium feel handle and bright colouring. Venus is also introducing a premium Venus Oceana disposable with a new design and handle.

Paul Lettice, Trade Communications Manager at P&G comments:

“2010 is set to be phenomenal year for Gillette Venus, with an array of exciting new products and developments. In a market where consumers are brand loyal and competition for advanced products is intense, Venus continues to focus on satisfying consumer needs and providing exciting and relevant products. Retailers can ensure that they cash in on the new Venus products with clear merchandising and the fully comprehensive POS toolkit available from Gillette”

Gillette will be supporting Venus Embrace and Breeze SPA with a heavy weight advertising campaign across print and TV media across the full summer season.

To compliment the new products, Gillette Venus will be launching Satin Care shave gel in a new fresh white packaging for a more modern feel. A new variant has also been added to the range and is set to be a consumer favourite as it matches the new Venus Embrace colouring. The shave gel range offers retailers the opportunity to drive regimen and increase total category value.

RRPs:

Breeze SPA                          - £7.99

- 4 Packs Blade - £8.99

- 8 Packs Blade - £16.99

Venus Embrace                    - £6.99

Simply Venus 2                     - 4 pack £1.99

Simply Venus 2                     - 8 pack £2.99

Simply Venus 3                     - 4 pack £3.49

Simply Venus 3+                   - 4 pack £4.49

Venus Oceana                      - 3 pack £4.99

Satin Care – all variants       - £3.25