P&G makes for new shave experience with new Gillette Fusion ProShield with lubrication

BOSTON - According to recent studies, most guys take about 170 strokes every time they shave, and 120 of them are re-strokes over the same area of the face after the initial strokes have wiped away most of the protective shave gel. Despite all of the advances in blade technology, many guys still experience some irritation, largely due to these re-strokes. 

 

Instead of expecting guys to change how they shave, Gillette has made its best cartridge even better with a product scheduled to reach North American store shelves in late December with more global availability in January. The new Gillette Fusion ProShield with lubrication before and after the blades shields against irritation during every shave – no matter how many shave strokes.

 

“With the latest razor technology, excessive re-stroking isn’t necessary for a close shave, but old habits are hard to break,” said Stew Taub, director of shave care R&D at Gillette. “At Gillette, we constantly look for solutions to help improve the shave for guys, and that is why we are introducing the new Fusion ProShield, with lubrication before and after the blades, to help shield from irritation during the shave. We have changed our blade cartridges so guys don’t need to change the way they shave.”