BOSTON Procter & Gamble’s Gillette brand announced on Thursday its biggest launch since the 2001 introduction of the original Venus—Venus Embrace.
The five-blade razor features a protective ribbon of moisture for a smoother, more comfortable shave. The curve-hugging blades individually adjust to stay in contact with the skin, even around tricky areas like knees and ankles.
The new razor also features a vibrant green and turquoise design with a Soft Grip gel that surrounds the entire handle to provide increase shave control when wet. It also includes a new ShowerPod with suction cup attachments for in-shower razor and blade storage.
The launch will be support by a marketing campaign that includes advertising that began airing in February. The new campaign, developed by BBDO Worldwide in New York, showcases the life of the “everyday” goddess. Television, print, radio and online executions show women expressing their inner “goddesses” in different ways and in diverse settings.
The new Venus Embrace shaving system, which includes the refillable razor, one cartridge and a ShowerPod, has a suggested retail price of $9.99 to $11.99. A package of four refill cartridges has a suggested retail price of $13.49 to $14.99.
Since 2001, more than 40 million women have used Venus products, according to Gillette.