• Adweek, Thursday, August 2, 2007 10:30 AM

Procter & Gamble's Gillette division and retailer The Art of Shaving are launching Gillette's Fusion Chrome Collection, a premium assortment of shaving instruments "for the true shaving connoisseur" on Oct. 1. The collection consists of two razors--manual and powered versions (the latter has a built-in spotlight)--a coordinating shaving brush and two shaving stands.

Suggested retail pricing for power razor will be $150; $125 for the manual razor. The shaving brush and shaving stands will be sold for $75 and $100. The line will be available at all Art of Shaving shops (27 nationwide), theartofshaving.com, upscale retailers and select men's clothiers, spas, resorts and apothecaries nationwide.

The focus will be on online marketing, direct mail and in-store events. The latter will include demonstrations and barber events where Art of Shaving staffers will shave consumers to raise awareness of the products.

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