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Gillette Sensor for Women Brights targeting teens with colorful packaging, hip brochures.

This article was originally published in The Rose Sheet

Executive Summary

GILLETTE SENSOR FOR WOMEN BRIGHTS OFFER TEENS "TOTALLY HIP APPROACH" to shaving, with six brightly colored razors, "each with its own personality," according to the company. To target teen girls, Gillette has changed the handle on its Sensor for Women razor, shading the outer plastic body and the transparent inner grip in "bold, funky" color combinations, such as Gotta Go Green, an electric green with a blue inside, Funky Flamingo, hot pink/lemony lime and Orange Tease, citrus orange/pink. The teen- positioned razor system will bow in April, carrying a price tag of $1.99, 50% less than the original Sensor for Women razor.
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