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Gillette is a brand of men's and women's safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G).
Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer.
Under the leadership of Colman M. Mockler Jr. as CEO from 1975–91, the company was the target of three takeover attempts, from Ronald Perelman and Coniston Partners. On October 1, 2005, Procter & Gamble finalized its merger with the Gillette Company.
The Gillette Company's assets were incorporated into a P&G unit known internally as "Global Gillette". In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette's brands and products were divided between the two accordingly. The Gillette R&D center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (known as "Gillette World Shaving Headquarters"), still exist as functional working locations under the Procter & Gamble-owned Gillette brand name. Gillette's subsidiaries Braun and Oral-B, among others, have also been retained by P&G.
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Double-edged safety razors:
The first safety razor using the new disposable blade went on sale in 1903.[4] Gillette maintained a limited range of models of this new type razor until 1921 when the original Gillette patent expired. In anticipation of the event, Gillette introduced a redesigned razor and offered it at a variety of prices in different cases and finishes, including the long running “aristocrat". Gillette continued to sell the original razor but instead of pricing it at $5, it was priced at $1, making a Gillette razor truly affordable to every man regardless of economic class. In 1932 the Gillette Blue Blade, so-named because it was dipped in blue lacquer, was introduced. It became one of the most recognizable blades in the world. In 1934 the "twist to open" (TTO) design, was intuitiuted, which featured butterfly-like doors that made blade changing much easier than it had been, wherein the razor head had to be detached from the handle.
Razor handles continued to advance to allow consumer to achieve a closer shave. In 1947, the new (TTO) model, the "Super Speed", was introduced. This was updated in 1955, with different versions being produced to shave more closely — the degree of closeness being marked by the color of the handle tip.
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In 1955, the first adjustable razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1988.
The Super Speed razor was again redesigned in 1966 and given a black resin coated metal handle. It remained in production until 1988. A companion model the,"Knack", with a longer plastic handle, was produced from 1966 to 1975. In Europe, the Knack was sold as "Slim Twist" and "G2000" from 1978 to 1988, a later version known as "G1000" was made in England and available until 1998. A modern version of the Tech, with a plastic thin handle, is still produced and sold in several countries under the names 7 O'clock, Gillette, Nacet, Minora, Rubie and Economica.
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Current products:
Good News! is a currently produced first disposable, double-blade razor, released in 1976.
- The Good News! comes in three forms: the "Original", the "Good News! Plus", which includes a lubricating strip, and the "Good News! Pivot Plus", which features a lubricating strip and a pivoting head.
- Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded blades. Gillette claimed the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave.
- The Sensor for Women was released around the same time and was nearly identical, but had a wider cartridge head.
- Sensor Excel was released in 1993. This featured "Microfins", a piece of rubber with slits at the bottom of the cartridge which Gillette claimed this helped to raise facial hairs, making for a closer shave.
- Sensor 3 had three blades instead of two. All Sensor handles can use all Sensor cartridges.
- Blue II is a line of disposable razors. In Latin America, it was marketed as the Prestobarba.
- Blue 3 is a line of three-blade razors, cheaper version of Sensor 3 (Sensor compatible). It's only available also in disposable variant.
- Custom Plus is a series of disposable razors
- The Custom Plus comes in many varieties: the "Fixed Disposable razor", the "Pivot Disposable razor", the "Custom Plus 3 Sensitive Disposable", and the "Custom Plus 3 Soothing Disposable".
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- Mach 3 - the first three-blade razor, introduced in 1998, which Gillette claims reduces irritation and requires fewer strokes.
- The Mach 3 featured five improved microfins and spring blades, a pivoting head with greater flexibility and a blue lubrication strip that faded with usage to encourage users to change their blades more frequently.
- Mach 3 disposable - the Mach 3 with a plastic handle.
- Mach 3 Turbo - this razor was released in late 2001. It had ten microfins as opposed to the five on the original, a new grip and claims improved lubrication and "anti-friction" blades.
- All Mach 3 blades are interchangeable between the three products in the range, so it is possible to use the Mach3 Turbo blades on a Mach3 razor.
- Mach 3 Turbo Champion has a slightly different handle design.
- Mach 3 Power is a battery-powered version of the Mach3 Turbo razor which can also be used with the power switched off. The blades differ from Mach 3 Turbo with a new coating which Gillette describes as "PowerGlide".
- Mach 3 Sensitive was awarded a 2012 Best New Product Award after being voted 'Best in Show' in the program's awards in Mexico.
- The lubrication and microfins are identical to Mach3Turbo. The Mach3 Power Nitro has a slightly different handle design.
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- Venus is a division of razors for women.
- Venus Divine is a version of the Mach3 Turbo for women.
- Venus Vibrance is a version of the M3Power for women. Venus blades are interchangeable across the line.
- Venus Embrace is a five-bladed razor with a ribbon of moisture surrounding the blades.
- Venus Breeze is a three-blade razor with shave gel bars built into the head of the razor.
- Another version of the Breeze, the Venus Spa Breeze, is essentially the same as the Breeze, but with a white tea scent to the shave gel bars.
- Venus ProSkin Moisture Rich, launched in January 2011 in the United States, is an updated version of the Breeze, featuring Moisture Rich shave-gel bars that are enhanced with a triple blend of body butters.
- Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the front, and a single sixth blade on the rear for precision trimming. Its marketing campaign was fronted by the sports stars Roger Federer, Thierry Henry and Tiger Woods.
- Gillette Fusion Power is a motorized version of the Fusion. The Fusion Power is battery-powered and emits "micropulses" that are claimed to increase razor glide.
- Fusion Power Phantom - the Fusion Power Phantom (Stealth in UK) was released in February 2007 and features a redesigned handle with a darker color scheme than the original.
- Fusion Power Phenom was released in February 2008. It has a blue and silver color scheme.
- Fusion ProGlide and Fusion ProGlide Power were launched on June 6, 2010, in North America.
- The ProGlide series feature re-engineered blades with edges that are thinner than Fusion and are finished with low-resistance coating which the company claims allow the blades to glide more easily through hair.
- Fusion Proshield Flexball released in November 2015: the blades have lubrication before and after the blade so that it protects the skin while shaving.
- Fusion Power Gamer
- Fusion ProGlide FlexBall released in June 2014
- The ProGlide FlexBall has a handle allows the razor cartridge to pivot. Gillette claims that it means 20% fewer missed hairs, the ability to cut hairs 23 microns shorter, and 23% increased skin contact.
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Reviewed by nahida4070
on
April 29, 2018
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