WSJ: P&G set to launch new Gillette razor that pivots

CINCINNATI — Procter & Gamble is reportedly preparing to launch a new men’s razor that features a swiveling ball-hinge so the blade can pivot, according to The Wall Street Journal.

According to marketing documents obtained by the WSJ, the new ProGlide FlexBall will be sold in both manual and battery-powered versions for a suggested retail price of $11.49 and $12.59 with one ProGlide cartridge.

Backed by a $200 million marketing effort, the new FlexBall is reportedly slated to start shipping on June 9. According to the WSJ article, P&G is targeting $188 million in sales for the first year.

A P&G spokeswoman reportedly declined the WSJ’s request for comment, but the company did state that more information would be revealed at an April 29th launch event in New York.


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