Gillette plans five blade razor

The five blade 'Fusion' is set to debut in North America next year in manual and battery powered versions.

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By  David Ingham Published  October 11, 2005

They gave us the world’s first triple blade razor with the Mach3, and now Gillette claims to be going one (or possibly two) better with plans for a five blade razor. The new system, known as Fusion, will have its blades 30% closer together than Gillette’s current Mach3Turbo system. It will also feature a single blade on the back that can be used for trimming sideburns and nasal hair. “Gillette Fusion is more than just a next generation shaving brand, it’s the future of shaving,” said James Kilts, chairman, president and CEO, Gillette. “Gillette Fusion extends our rich history of innovation. It’s a breakthrough platform that will continue to drive our category leadership.” The choice of five blades is significant because it beats the four featured on rival Schick’s Quattro system, which was introduced last year with much fanfare. Schick stole a march on Gillette then, but Kilts dismissed any comparison between the two products. “The Schick launch has nothing to do with this; it’s like comparing a Ferrari to a Volkswagen as far as we’re concerned,” he told Reuters. Fusion will come in both a manual and battery-powered version when it launches in the USA next year. The Fusion system with two cartridges will retail for approximately $9.99 in North America, and the Fusion Power with one cartridge and a AAA Duracell battery will retail for approximately $11.99. A 4-pack of refill cartridges for Fusion will cost $12-13, and a 4-pack of Fusion Power cartridges will sell for $13-14. The Middle East remains some way behind the USA and Europe in terms of product availability. The M3Power, which will be superseded by the Fusion Power, will appear in the region next year, around the time that Fusion is launching in the USA. No date has yet been set for the regional launch of the Fusion range.

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