• Cincinnati Enquirer, Monday, June 7, 2010 11 AM

Yesterday's launch of the high-end Fusion ProGlide razor is a key part of Procter & Gamble's plan to turn Gillette into a brand that offers a portfolio of men's grooming products, including facial scrubs, lotions, moisturizers, shampoo and body washes, David Holthaus reports, competing against he likes of Schick, Unilever and Nivea.

"Shaving is at the core of men's grooming routine," Matt Wohl, general manager for Gillette's new products, tells him. "It gives us the leeway to go into other parts of the body."

Both P&G and Schick are trying to make the scraping of blade against skin more comfortable in the hope that men will shave more often. P&G researchers studied more than 30,000 shaves before coming up with a highly designed product that includes thinner blades, a blade stabilizer and a "snowplow" to remove excess shaving cream to get a closer shave. For its part, Schick's Hydro razor has a "hydrating gel reservoir" that applies lubrication to irritated faces.

Read the whole story at Cincinnati Enquirer »