Gillette launches Gillette Guard at Re 1

The New Gillette Guard promises a safer and affordable shave to double edge razor Consumers

Gillette, a name synonymous with superior shaving innovations, has today announced the launch of Gillette Guard, the brand’s first product designed especially for India. This occasion marks the first time that a razor has been designed and created to suit the needs of an Indian consumer, offering a superior & safe shave at an incredibly affordable price of Re 1 for one shave*

Priced at an affordable Re 1 for 1 shave*, the Gillette Guard promises a much safer shave than the current available double edge razors. The product has many innovative features that help to reduce nicks, cuts and irritation besides ensuring better hygiene for the consumer.

Popular actor, R. Madhavan, sharing his experience of using Gillette Guard said, “As an actor, being well groomed is very crucial to the profession I belong to. We get recognized easily and we need to ensure that our clean looks on screen match when we are not shooting. Plus the added burden of our hectic schedule barely allows any time. The new Gillette Guard extraordinarily improves my life as I can not only give myself a superior and safe shave in just minutes, but also shave everyday without any worry of nicks & cuts. Thanks to the new Gillette Guard, I can get a safe shave, no matter where I am shooting.”

Commenting on the launch of Gillette Guard, Sharat Verma, Brand Manager, Gillette India said “Helping men look, feel and be their best is the sole motive of Gillette. The new Gillette Guard is an innovative low-cost system razor that will cost the consumer 5 Rupees for 5 shaves. At an average cost of 1 Rupee per shave, this new razor rivals the affordability the double-edge razors provides, while delivering a superior performance. The Gillette Guard has been designed to suit the requirements of Indian users and provide them international quality standards at an affordable price”.

This new shaving system is easy to use and offers a great shaving experience at a price that millions of Indian men can afford. The new Gillette Guard will improve the lives of these Indian men in a small, but meaningful way, every single day, keeping with Gillette’s endeavour to help Indian men to look and feel their best

The new Gillette Guard razor and blades will be available in India from October 1, 2010 at an introductory retail price* of Rs. 15 for the Gillette Guard reusable razor & 1 Gillette blade. The price of the Gillette Guard blade is Rs.5 for 5 shaves*.

Why choose Gillette Guard to improve your life?

One of the challenges faced by men while shaving in India is the lack of running water supply which unfortunately makes men reliant on using a cup of water to rinse their double-edge blade and razor. Hygiene is certainly an issue as it is no easy task to rinse with a cup of water due to clogged hair and shaving cream on the blade area.  The Gillette Guard has features that could easily solve these problems, enhancing shaving efficiency, safety and hygiene.

• Comb Guard: The revolutionary Comb Guard feature, first time ever on a razor, helps to automatically manage skin bulge on the face and serves to flatten the skin for a safe shave while minimizing the risk of nicks and cuts. Comb Guard is designed to reduce cuts and irritation, even when you press the razor while shaving. Whereas a double edge blade might cut, if you press it slightly hard against the skin. 
• No clogging: The blade on Gillette Guard can be rinsed conveniently, enabling cut hair to be easily washed away. Thus, facilitating the consumer to experience a more hygienic shave. 
• Swivel head: Gillette Guard has a flexible, swivel razor head that helps in maneuvering around the curves on the face and neck during a shave.  The swivel head of Gillette Guard enables the consumer to cut hair in the area under the nose – a fairly difficult area for a user of double-edge blade to shave because the ordinary razor does not have a swivel head. 
• Ease of cartridge change: The single squeeze cartridge loading system  of the Gillette Guard, a simple squeeze two-point intuitive docking – is an innovation in design that makes it  much easier to change the blade of a Gillette Guard with less steps compared to fitting a double-edge blade to an ordinary razor.
• Enhanced glide while shaving: The grooves on the cartridge of Gillette Guard above the blade helps to hold in water during the shave in order to enhance the razor glide. Whereas Double edge razors have no such provision. 
• User-friendly handle design: The Gillette Guard handle has also been designed to meet the needs of the consumer during and after shaving. The ergonomically designed handle enables the user to experience ease of maneuverability during shaving. This ribbed and lightweight handle will help the consumer to have better control while shaving, even when it is wet. The broader and thicker end of the razor handle is the rinse grip feature that enables consumers to hold it vertically while rinsing the razor. There is also a “hang hole” at the end of the razor handle that enables consumers to hang it to dry after shaving.

*Trial offer MRP Rs.5 (Inclusive of all taxes) per blade that can last for 5 shaves. Based on India Shaving Test.  Offer valid till stocks last.

About Gillette India
Gillette India Limited (GIL) is one of India’s well-known FMCG Companies that has in its portfolio GILLETTE MACH 3 TURBO, ORAL-B and DURACELL– world’s leading brands and has carved a reputation for delivering high quality, value-added products to meet the needs of consumers. GIL’s brands take pride in being socially conscious via their participation in project SHIKSHA, a national consumer movement that supports the education of underprivileged children in India.  Please visit www.pg.com for the latest news and in-depth information about GIL and its brands.