Boston-based toiletries company Gillette has scheduled the launch of its Gillette for Women Venus razor for next spring, starting with a campaign via BBDO Worldwide in New York.

The new product, a female equivalent of the Mach3 brand, will be backed by $150 million in its first year. This will be spent on a campaign spanning TV, print, outdoor and online media, themed ‘Reveal the goddess in you’.

The US and European launch will take place in April, with global expansion set for 2002.

News source: Advertising Age - Daily Deadline