Gillette powers Middle East razor sector

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Gillette, a producer of shaving and skin care products, has unveiled its M3Power Nitro shaving system in the Lower Gulf region. The product, which is billed as the brother of the M3Power razor system, combines the ‘micro pulse' technology of M3Power with a new innovative design featuring a black handle with green highlights.

The name and the look of M3Power Nitro are inspired by the design and image of high-performance vehicles. To reinforce this, Gillette is sponsoring Jeddah Race Way (JRW), a car-racing event in KSA. The sponsorship includes a shaving booth at JRW, enabling consumers to experience Nitro shaving systems in a speed and racing environment.

The product is also being backed up by a marketing campaign comprising print, television, PR, website, in-store promotions and point of sales displays.

Gillette M3Power Nitro features micro-power, a gentle pulsing action powered by an AAA battery. The M3Power shaving system features patented ‘PowerGlide' blades, with an enhanced blade coating for comfort.

The blade cartridge features an Indicator Lubrastrip infused with Vitamin E and Aloe for added moisture.

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