Gillette's New Razor Seizes 55% Share in Just Four Weeks

10 March 2006

    BOSTON, MASS - Fusion, the new 5-blade razor from Gillette seized a remarkable 55% share of all new razor purchases within four weeks of its estimated $100 million (€83.89m; £57.58m) launch on 22 January.
    The company's plan to launch a premium price 5-blade version of its highly successful 3-blade Mach3 met with scepticism when revealed last year. As was new product sibling Fusion Power, a battery-powered, vibrating razor. Both versions are priced at a 30% premium to their Mach3 equivalents.
    But the last laugh remains with the P&G-owned shaving colossus. Having insisted that men would pay a premium for the brand's claimed performance superiority, Gillette marketers were proved right by this week's release of sales data.
    This confirmed the Fusion duo together accounted for over half of all purchases of new razor sets over a measured four-week period.
    Gillette expects Fusion to be a $1bn brand within three years.