Gillette Takes Premium-Price Approach To Disposables With Sensor 3
This article was originally published in The Rose Sheet
Executive Summary
Gillette will introduce a disposable razor under the Sensor brand this spring at more than twice the retail price per razor of its comparable disposable brands
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Gillette will introduce a disposable razor under the Sensor brand this spring at more than twice the retail price per razor of its comparable disposable brands. Gillette Sensor 3, the company's first disposable to feature a triple-blade design, will be priced between $5.99 and $6.99 for a four-pack. By comparison, the company's Ultra Grip razor retails at $3.25 for a five-pack. The Sensor 3 razors also will be available in eight-packs for $11.49-$12.99. Bowing in women's and men's versions, the razors feature "three progressively aligned, independently spring-mounted Sensor blades, protective microfins and an advanced lubricating strip with a combination of aloe, vitamin E and botanical oils," Gillette said. The razors also are designed with an ergonomically-styled handle and non-slip rubber grip, the company said. The Sensor 3 is available in pink for women, and blue and silver for men. With the launch, Gillette is betting its success in marketing premium-priced refillable razors will translate to the disposables category. "We're bringing...our successful formula of better technology, better performance and premium prices" to the segment, Gillette Grooming Division President Peter Hoffman noted. "All of our research indicates that consumers will find this a very compelling proposition," he added. Sensor 3 responds to the debut of a triple-blade disposable by Pfizer's Schick division this spring, and is aimed at bolstering Gillette's leading share of the disposables market. Retail sales for the Boston-based company's disposables were down nearly 8% in food, drug and mass outlets, excluding Wal-Mart, in the 52 weeks ended Oct. 6, according to Information Resources, Inc. At the same time, retail sales for Schick disposables increased 10%, based on the data, fueled by the introduction of two non-refillables under the Xtreme3 brand (1 (Also see "Schick Xtreme 3 Targets “Mega-Brand” Status, Adds Triple-Blade Refillable" - HBW Insight, 6 May, 2002.), p. 8). Launch pricing for Xtreme3 for sensitive skin and Xtreme3 for women with vitamin E was $4.99-$5.99 for a four-pack and $9.99-$10.99 for an eight-pack, slightly lower than Sensor 3. The Sensor 3 introduction will be supported by "strong" TV and print ad support breaking in July, the company said. Gillette also plans retail displays and special pack marketing to showcase the razor. |