Gillette extends support for Venus Breeze razors

Following a successful trial launch of the brand Procter & Gamble (P&G) is now investing in a huge support campaign to drive awareness of the new range in store.

Venus Breeze has already become the No.1 selling razor in the UK with a 55% razor volume share after only 11 weeks and so the opportunity is huge.

Gillette aims to ‘make beauty a breeze’ with Venus Breeze and is aiming to drive more consumers to trade up to the brand.

Gillette is on air now with Venus Breeze and will continue to build awareness on air, throughout the summer with alternating megabrand adverts and Venus Breeze executions.

Other support includes advertising and advertorial support in women’s monthlies and weeklies, along with radio support, direct marketing leaflets and PR.

Gillette Venus will also up the presence of Venus Breeze through experiential in store pods, presence online, and presence at festivals and gyms. This activity is expected to drive trial in store and various offers available in store from April to June should further encourage purchase.

Paul Lettice, Trade Communications Manager for Procter & Gamble said: “Gillette is the UK’s leading shaving brand, with a 75% value share of the category.

“Gillette Venus Breeze has already been well received by consumers since its trial launch in March and we expect additional activity around the new range to encourage women to trade up to a more premium razor.

“All marketing activity has been targeted at women who are ‘busy but beautiful’ so the brand really resonates with women who make the most of their hectic lifestyles.

“As category leaders we are constantly innovating to offer the best technology possible to our consumers and encourage growth of the category. We believe that Gillette Venus Breeze will encourage female consumers to trade up to this premium offering.

“Specific point of sale will be available to create excitement around the brand in store and retailers looking for specific merchandising advice for the grooming category can consult the ShelfHelp guide.”

For further information and point of sale material retailers can call Procter & Gamble on 0800 597 3388.