Gillette Launches New Fusion® ProShield™ with Lubrication Before and After the Blades to Shield against Irritation

Guys take a surprising number of re-strokes during their shave
causing irritation and, in the ongoing pursuit of the ultimate comfort
and closeness, Gillette has changed its blade cartridges so guys don’t
have to change the way they shave

TORONTO–(BUSINESS WIRE)–According to recent studies, most guys take about 170
strokes every time they shave, and 120 of them are re-strokes over the
same area of the face after the initial strokes have wiped away most of
the protective shave gel. Despite all of the advances in blade
technology, many guys still experience some irritation, largely due to
these re-strokes. Instead of expecting guys to change how they shave,
Gillette® [NYSE:PG] has made its best cartridge even better with a
product scheduled to reach North American store shelves in late December
with more global availability in January. The new Gillette
Fusion® ProShield™
with lubrication before
and after the blades shields against irritation during every shave – no
matter how many shave strokes he takes.

Guys have many grooming habits that they use to look their best. But
guys are often in auto-pilot mode when doing these things and other
typical activities throughout the day. Some auto-pilot behaviors for
guys may include puffing up their chest when feeling provoked, stroking
their facial hair when thinking, sucking in their gut when seeing an
attractive person and taking a surprising number of strokes every time
they shave.

When it comes to shaving on auto-pilot, guys often re-stroke over the
same area without knowing it, wiping away the shave gel and continuing
the shave without the needed protection. However, shaving over the same
spot without lubrication can cause skin irritation, redness and bumps
that keep guys from looking and feeling their best. That’s why Gillette
developed Fusion ProShield, engineered to proactively shield
against irritation, with a new ProShield Lubrication Bar before the
blades in addition to the Lubrastrip after the blades, while still
delivering incredible closeness.

“With the latest razor technology, excessive re-stroking isn’t necessary
for a close shave, but old habits are hard to break,” said Stew Taub,
Director of Shave Care R&D at Gillette. “At Gillette, we constantly look
for solutions to help improve the shave for guys, and that is why we are
introducing the new Fusion ProShield, with lubrication before
and after the blades, to help shield from irritation during the shave.
We have changed our blade cartridges so guys don’t need to change the
way they shave.”

The full product highlights surrounding the new Gillette ProShield

New Product Features:

  • New ProShield Lubrication Bar before the
    blades, in addition to the Lubrastrip after the blades, shields from

With all of the Great Features of Gillette’s Most Advanced ProGlide
Blade Cartridges:

  • Our thinnest, finest blade edges with less tug and pull1
  • Gillette’s most advanced blade coating
  • Blade Stability Bar maintains optimal blade spacing for exceptional
  • MicroComb to help guide stubble to the blades
  • Precision Trimmer for accurate edging

On our FlexBall Technology Handle:

  • FlexBall handle with innovative pivot to respond to facial contours
    for maximum contact2

Two Varieties Available:

  • Standard (Yellow)
  • Chill™ with Cooling Technology (Blue)

And, ProShield blade cartridges fit on all Fusion and ProGlide handles.

Gillette rebuilt shaving in 2014 with the introduction of the Fusion
ProGlide with FlexBall Technology, and has now changed the face of
cartridge technology with the Fusion ProShield. More than 25 million men
have made the switch to FlexBall, and together with Fusion ProShield,
the shave experience has gotten even better with Gillette’s most
advanced razor.

Limited edition pre-orders of the Gillette Fusion ProShield will be
available for purchase at food, drug and mass merchandise stores
throughout Canada starting on December 21, 2015.

Gillette Fusion ProShield razors will be available for mass purchase
through Gillette
Shave Club
and other retail stores starting in early February 2016
for a suggested retail price of $14.99 for the Standard and Chill
varieties. Four pack replacement cartridges will also be available in
Standard and Chill for a suggested retail price of $23.97. Retail
price is at the sole discretion of the retailer but the suggested retail
prices are the same as our current best ProGlide cartridges.

For additional information on Gillette Fusion ProShield, as well as
information on Gillette’s full lineup, please visit

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1 first 4 blades vs. Gillette Fusion
among Gillette Fusion razors


Porter Novelli on behalf of Gillette/P&G Canada
Cleary, 416-422-7189