P&G’s FlexBall turns heads

NEW YORK — Just when you thought the shave segment had seen it all, Procter & Gamble’s Gillette made waves earlier this year when it launched its new Fusion ProGlide with FlexBall technology.

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The new razor promises to change the face of shaving by allowing each cartridge to ride the facial contours for more constant contact to help get virtually every hair. According to P&G, a man’s face hosts an average of 25,000 hairs to trim.



The razor had wide in-store availability beginning in June and, for the 12 weeks ended Aug. 10, generated more than $9 million in sales at U.S. multi-outlets, according to IRI data.



The FlexBall technology builds on an innovation that Gillette brought to shaving in 1977 with the first-ever razor pivot.



Features of the new FlexBall razor include:

• 
  A reimagined handle that gives the cartridge a fuller range of motion, responding to contours and maintaining close contact to get virtually every hair; and


• 
  More ergonomic grip for precise control.

It has a suggested retail price of $11.49. A power version has a suggested retail price of $12.59.