Razor maker Gillette to unveil more high-end products in China

By Leng Cheng | April 7, 2015, Tuesday |

Online Edition

RAZOR maker Gillette sees double digit growth in China, driven by the launch of premium products in the coming years, a senior executive said.

Gillette, a unit of the world's largest household products maker Procter & Gamble Co, has just launched its new manual razor ProGlide Flexball in China and said it believes the campaign to target high-end customers will pay off in the world’s second-largest economy.

"Many people think the price is the deciding factor for a product in a cooling economy," Carlos de Jesus, vice president of Great China at Gillette told Shanghai Daily. "But we believe that products performance comes even more important since customers want to make sure what they buy works."

Gillette also plans to bring in new products for female hair removing sector and launch high-end gift sets next year to promote sales of its shaving products in China.

"Acceleration of innovation helps us grow from mid-single digit to double digits four years ago," said Carlos de Jesus. "We have a very strong confidence in the brand for China and will continue to bring in new technologies to feed the country's economic diversity."

Gillette owns an 88 percent market share on high-end products of mainspring business globally, and account for about 70 percent global sales of razors and blades, its 2014 annual report said.

The company set a yearly sales target of US$188 million target for Flexball in the US after it first launched the product last June, according to Reuters report.

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Razor maker Gillette to unveil more high-end products in China

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