News

P&G’s FlexBall turns heads

BY Antoinette Alexander

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.

(Click here to view the full category review.)

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.

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
News

New products cause recent growth

BY Antoinette Alexander

Despite an economic improvement, consumer optimism still leaves something to be desired, and wallets remain close to the vest. This has impacted the often-pricey shave segment, but manufacturers are eagerly turning to value and innovation to spur growth.

(Click here to view the full category review.)

According to the most recent data provided by IRI, sales of razors were down slightly — 0.2% — for the 52 weeks ended Aug. 10 at U.S. multi-outlets. However, a look at the most recent 12-week data paints a different picture, with sales rising about 11.6%, suggesting that manufacturers’ efforts are taking hold.

Demonstrating that consumers are seeking value, Energizer Holdings’ Schick brand reports seeing success with its competitively priced Hydro razors.

“When you come out with a product like Hydro, it’s not only very efficacious, but a great value. I think it is in the sweet spot for where a lot of consumers are right now,” Energizer Holdings’ CEO Ward Klein told analysts during the company’s third-quarter earnings call in late July.

He noted that, during the quarter, Hydro’s share of men’s systems achieved its highest quarterly share ever of 9.8%, up 1 point versus the year-ago period. Furthermore, the newly launched Hydro Sensitive and Hydro Groomer drove incremental sales in consumption.

Meanwhile, rival Gillette has set its sights on innovation with the newly launched Fusion ProGlide with FlexBall technology.

With trial coming from across the category — including 25% from disposable users — the new FlexBall razor is causing a stir.

“While it’s only been available for two months, we’ve see an improvement in the U.S. blades and razors market growth, including more than a 30% spike in razor sales, and have seen sequential improvement in our shares with Gillette earning nearly 75% of U.S. razor sales and nearly 90% of cartridge sales in the month of July,” Jon Moeller, P&G CFO, told analysts during the Barclays 2014 Back-to-School Consumer Conference held in early September.

With the razor segment enjoying a recent upswing in sales, expect to see companies continue to focus on delivering not only innovative products, but also ones that offer a great value.

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?
News

FiberChoice gets a makeover

BY Michael Johnsen

TARRYTOWN, N.Y. — Prestige Brands’ FiberChoice got a makeover in August, courtesy of design firm Little Big Brands. Each label features a different mix of photorealistic cascading fruits and vegetables based on the formula. Strong color-coding also anchors the bottom of the label and helps differentiate the SKUs.

(Click here to view the full category review.)

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

POLLS

Which area of the industry do you think Amazon’s entry would shake up the most?