Gillette’s Latest Innovation Features New Technology Designed to Stop
Irritation for Men with Sensitive Skin, Razor Bumps, Skin Irritation and
BOSTON–(BUSINESS WIRE)–Today, Gillette (NYSE:PG) launched the SkinGuard razor, its latest
product innovation with new technology that addresses the unmet needs of
men who suffer from skin sensitivity and are seeking a razor designed to
stop irritation. Gillette SkinGuard is a clinically-proven razor
designed for sensitive skin, and features new SkinGuard technology
between the blades.
Gillette’s SkinGuard razor addresses the problem of shaving irritation
through an entirely new design philosophy. This innovative razor uses
SkinGuard technology positioned between two optimally-spaced blades to
gently smooth and flatten the skin away from the razor blades during the
shave. This ensures that hairs get trimmed at the surface level, with
reduced tug and pull, while guarding sensitive skin from irritation. The
SkinGuard technology also absorbs the weight from the hand so blades
press less on sensitive skin. Similar to Fusion ProShield, SkinGuard
also has lubrication before and after the blades to minimize friction
during the shave.
“Gillette decided it was going to crack the code on irritation during
the shave, and quickly saw that the majority of problems men experience
are tied to a shave that is too close for their comfort level,” said
Jean Ibrahim, Global Grooming R&D Leader at Gillette. “We challenged
ourselves to rebuild the traditional razor from the ground-up,
optimizing for comfort above all else because we believe all men,
including those who have sensitive skin, deserve to look and feel their
Among U.S. men who self-report as having sensitive skin, more than eight
in ten (84%)* say their skin is quite or extremely sensitive, which can
lead to discomforts such as redness, dryness, itching, razor bumps or
even more severe irritations. While use of a consistent shaving regimen,
lubrication and advanced blade coatings offered on existing Gillette
razors can ease the problem of irritation for many men, some guys still
feel the burn. Gillette SkinGuard is specially-designed for these men.
“Sensitive skin is more common than people realize, as it manifests in
many ways – like stinging, burning and sensitivity to touch – and is
stimulated by even more variables,” said board certified dermatologist
and Gillette partner, Jared Jagdeo, M.D., Director of the SUNY Downstate
Medical Center-Brooklyn, New York, Laser, Aesthetics & Body Institute.
“Some guys think irritation or redness are a byproduct of shaving, and
there is no solution. However, groundbreaking clinical research shows
that using Gillette SkinGuard significantly decreases the visual and
sensory symptoms of sensitive skin. I am excited to share with my
patients this new razor that has been engineered and clinically proven
for men who have sensitive skin.”
Of the men with sensitive skin surveyed in the U.S.*, 40% reported using
hot water to shave, yet only 11% have found it effective at reducing the
effects of sensitive skin irritation while shaving. Similarly, 44% of
these men have tried shaving less often to help reduce their sensitive
skin. For many men, the impact of irritation goes beyond the bathroom.
Gillette’s research shows that men who suffer from sensitive skin
irritation can feel less attractive (39%) and less confident (37%) –
especially if the irritation is severe and visible to others. For these
men, Gillette SkinGuard offers an opportunity for a whole new shaving
A RAZOR FOR EVERY MAN
“From our founding as a single-blade razor company to today’s latest
innovation, Gillette has never stopped exploring ways to make the
experience better for men everywhere,” said Gary Coombe, President, P&G
Global Grooming. “The introduction of Gillette SkinGuard addresses a
real problem for millions of men – and represents our commitment to
ensuring every man has access to a shave that feels as good as it looks,
and helps him look, feel and be his best.”
Gillette SkinGuard joins the brand’s expansive product line-up of
disposable and systems razors, trimmers and shave prep products. The
wide array of offerings aligns to the company’s commitment to
manufacture the highest quality razor blades, so all men can experience
their best shave at home – no matter the budget or style, skin condition
or hair type. In the last year alone, Gillette has introduced five other
razor offerings, many of which extend top-of-the-line razor features to
lower price-point options.
Consumers will begin to see Gillette SkinGuard on shelves of major food,
drug & mass stores across the United States as early as December 2018,
with roll-out continuing into early 2019. It will also be available
On Demand in early 2019. Gillette SkinGuard is available for a
suggested retail price of $7.99 for a handle and one cartridge; refill
cartridges can be purchased for $8.99 for two cartridges or $17.99 for
four cartridges. Final pricing is at the sole discretion of the retailer.
All figures, unless otherwise stated, are from an independent global
market research firm. Total sample size was 601 U.S. men, aged 18 years
and older and nationally representative of the U.S. market. Fieldwork
was undertaken from August 28-29, 2018. The survey was carried out
online via an omnibus survey.
For over 115 years, Gillette has delivered precision technology and
unrivalled product performance – improving the lives of over 750 million
men around the world. From shaving and body grooming, to skin care and
sweat protection, Gillette offers a wide variety of products including
razors, shave gel (gels, foams and creams), skin care, after shaves,
antiperspirants, deodorants and body wash. For more information and the
latest news on Gillette, visit www.gillette.com.
To see our full selection of products, visit www.gillette.com.
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About Procter & Gamble
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