Gillette Middle East has announced the launch of M3Power, the first revolutionary power-based wet shaving system for men in the Middle East. M3Power is expected to boost volume and value growth of the male grooming market in the region, valued at $86 million in 2005 according to ACNielson.
Prakash Nedungadi, regional business director for Grooming business, Gillette Middle East said:” The region’s male grooming sector has been growing at a steady average of 4% for the last few years and it is the right time for us to bring into this sector a totally new and innovative product that will power the growth of this sector, and introduce a totally new shaving experience to the current shaving male population and the new generation of young shavers in this region.”
Mach3 was launched in the Middle East in 2000 and was followed by Mach3 Turbo in 2003. Since its launch in the region, the Mach3 franchise, a series of three-blades shaving systems from Gillette, has captured more than 40% of consumer spending on blades and razors.
Nedungadi explains:” Since its launch in the Middle East markets, the Mach3 system has gained tremendous popularity among the wet shaving male population, recording higher record shares of the blades and razors market in the region.” He continued:” Built on Mach3 franchise (a three-blades shaving system), M3Power has features and benefits that are totally unprecedented in the shaving world.”
Consumer testing, conducted according to the industry’s most rigorous standards, concluded that M3Power is preferred overall and on every one of the 68 shaving attributes that were tested, including closeness, comfort, efficiency, safety and less irritation. Consumer testing further confirms that M3Power is the new gold standard in shaving performance: M3Power, which operates under 62 patents, was significantly preferred over the current best-performing shaving system.
