Gillette Is Working On A High-End Razor That Could Revolutionize Shaving

Harrison Jacobs,Ashley LutzApr 21, 2014, 21:05 IST

Screenshot/Harrison Jacobs

Proctor & Gamble Co is getting ready to release a new Gillette razor in the battle for men's faces. Their newest innovation, according to marketing documents obtained by The Wall Street Journal, is a swiveling ball-hinge that allows the blade to pivot.

The new ProGlide Flexball is aimed at the high-end market, with the company looking to charge a premium for a complex razor that can supposedly cut hairs 23 microns shorter and miss 20% fewer hairs. The new razor will come in manual and battery-powered versions for $11.49 and $12.59, respectively.

Kyle Stock at Bloomberg Businessweek explains why the new razor is so important.

"Gillette's new razor will use P&G's current blades, a total departure from the notorious razors-and-blades model that has characterized the segment since Civil War beards went out of style the first time," Stock writes.

The new product could boost razor sales.

In January, P&G revealed that razors weren't selling as well because of a secular decline in facial shaving.

Gillette plans to ship the razor on June 9th.

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Gillette Is Working On A High-End Razor That Could Revolutionize Shaving