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Gillette Agility disposable women's razor supported with first year $5 mil. ad budget.

This article was originally published in The Rose Sheet

Executive Summary

GILLETTE AGILITY DISPOSABLE RAZOR's "SUPERIOR" FUNCTIONALITY, CONTROL positions the company's newest wet shave product as a "superior-performing" alternative to other disposable razors, North Atlantic Group VP-Female Shaving Mary Ann Pesce said at a July 18 conference call with securities analysts. Agility disposable razors will serve as Gillette's go-between product for consumers of disposables with the expectation that women will eventually "trade...up to refillable systems," Pesce explained. The launch of Agility represents one prong of Gillette's "aggressive capture strategy" for women; the firm will also continue to directly attract new users to its top-end refillable systems. Agility will arrive in North America in late 1997 and will start to ship to eight European markets in March.
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