Gillette gears up for disposables launch

Blue II Excel will create a new price point between the disposables and systems segments, according to the company.

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By  David Ingham Published  June 2, 2005

Gillette will soon introduce Blue II Excel, its first disposable product to use spring mounted blade technology. The product, which sits at the high end of the disposables segement, will create a a new price point between disposables and systems, according to Gillette. “These products will increase the value of the disposables segment, thus increasing sales and profits for our retailers,” said Timur Edis, regional business manager, Middle East and Africa, Gillette Middle East. “We will be launching an aggressive marketing campaign that includes TV advertising, innovative in-store displays and consumer sampling program to ensure that we drive enough traffic to our partners in the channel."

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