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Mach3 35% price premium reflects Gillette's confidence in upgraded technology.

This article was originally published in The Rose Sheet

Executive Summary

GILLETTE MACH3 35% PREMIUM PRICE REFLECTS COMPANY CONFIDENCE that consumers will take advantage of the new wet shaving system's high performance technology and unique three-blade system. Gillette expects that Mach3 will become "number one in value brand share" in every market in which the system is sold and will secure 20% to 30% of the men's wet shave category. The company also anticipates the new product will "capture millions of new users in the Gillette franchise, trade up millions of current Gillette users...and drive millions of male disposable users into the refillable systems segment."
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