Gillette enters the high performance disposable razor category with the introduction of Blue II Excel in the Middle East and North Africa region; Company undertakes strong marketing campaign to reach more than 58 million users in Middle East and North Africa.
The Gillette Company in the Middle East and North Africa region has introduced Gillette Blue II Excel, the only disposable razor in this category with two independently spring mounted blades that adjust to the curves and contours of the skin. Designed to provide the best shave of any of Gillette disposable razor in the market, the new launch is supported by a strong marketing campaign that for the first time, uses GCC satellite television advertising to reach 58 million wet shavers in the Middle East and North Africa; Gillette aims to invest around $5 million in marketing Blue II Excel from now until the end of 2005.
Timur Edis, regional business manager at Gillette MEA said:” Gillette Blue II Excel is the new generation of Gillette disposable razors. Through innovation in design and superiority in performance, Gillette Blue II Excel appeals to committed disposable razor users who are looking for technologically advanced, superior performing shaving products.”
Edis explained that Gillette Middle East and North Africa is investing in an aggressive marketing campaign that ensures a strong introduction of Blue II Excel to loyal users of disposable razors. The awareness campaign combines print, outdoor and TV advertising with innovative and unconventional in-store display. “Our integrated marketing campaign aims at raising awareness of the new razor and primarily communicates two of its unique features: the spring mounted blades that ensure a smooth and close shave, and the open architecture in Blue II Excel design that makes rinsing quicker and easier then ever. Our marketing campaign will also highlight the stylish, non-slip rubber handle.”
Edis revealed that Gillette Middle East and North Africa is also planning the kick-off of an early sampling program across the region. He added: “Because the Blue II Excel delivers a distinctly superior shave to the existing Blue II range, we believe that trial will definitely be the driving force for the upgrade of consumers.”
Gillette Blue II Excel will be available to consumers in most Middle East and North African markets by June 2005 at self service, drug and other mass merchandizing outlets. The anticipated Blue II Excel price is approximately 80 US cents per razor. The advertising campaign will be launched simultaneously with product availability.
Edis ended saying: ”Blue II Excel is not in competition with Gillette’s existing high technology system products led by Mach3Turbo. However, it is bringing the spring mounted blade technology for the first time into the disposables segment, a technology that was first introduced in the Sensor razor, which played an essential role in bringing Gillette to its current leadership in the category. Gillette Blue II Excel provides an incredible shave; it is definitely the best Gillette Blue II shave, ever.”
Gillette Blue II Excel features
Two independently spring mounted blades on a pivoting head, allowing the blades to adapt to every contour of your face, delivering a close and smooth shave.
The open architecture in the back of the blade cartridge makes it quicker and easier to rinse the blades.
The uniquely styled, non-slip ergonomic handle.
The advanced lubricating strip contains Aloe and Vitamin E.
