Gillette Venus Newsroom

Embrace a Whole New Level of Smoothness with Venus(R) Embrace(TM)

Next Generation, Technologically Advanced Venus Razor Hugs Curves and Gets Virtually Every Hair for Dramatically Smooth Skin


Thursday, February 21, 2008 8:08 am EST



Public Company Information:

"Venus Embrace represents a dramatic improvement in the female shaving experience"

Gillette Venus(R) (NYSE: PG) today announced its biggest launch since the 2001 introduction of original Venus -- Venus Embrace. New Venus Embrace is the most advanced shaving system ever, with five blades surrounded by a Protective Ribbon of Moisture(TM) that provides a smoother, more comfortable shave. Five curve-hugging blades individually adjust to stay in contact with the skin -- even around such tricky shaving areas as the knees and ankles -- getting virtually every hair for dramatically smooth skin, helping women to feel feminine and confident.

More than 40 million women currently use Venus products and, since its launch in 2001, the Venus family has become the number one female shaving brand in the world. Venus Embrace is the latest shaving innovation in the Venus portfolio, and is specifically designed to provide women with the smoothest shave with virtually no missed hairs.

"Venus Embrace represents a dramatic improvement in the female shaving experience," said Matt Smith, Marketing Director, Venus, North America. "We've used revolutionary technology in our new razor to ensure that it delivers a smoother, more comfortable shave than its leading competitive razor. Women will rave about how silky their legs feel with this new beauty essential."

Venus Embrace will be supported by a robust marketing campaign, including new advertising that began airing on February 4, 2008. The new campaign, developed by BBDO Worldwide in New York, showcases the life of the "everyday" goddess, encouraging women to explore how they can infuse a goddess mentality into their daily lives. Television, print, radio and online executions show women proudly expressing their inner goddesses in different ways and in diverse settings. Print ads are scheduled to appear in such high profile media outlets as Marie Claire, Allure, InStyle and US Weekly. Television spots will run during the 80th Annual Academy Awards as well as other high profile television shows.

Artfully designed, Venus Embrace features an attractive vibrant green and turquoise design, with an innovative Soft Grip(TM) gel that feels great in the hand and surrounds the entire handle to provide increased shave control when wet. The new shaving system also includes a sleek new ShowerPod(TM) with suction cup attachments for convenient in-shower razor and blade storage.

In extensive consumer testing, the new Venus razor delivered superior performance across all the attributes women want most. Testers significantly preferred Venus Embrace over its leading competitive razor, as well as over Venus Divine, particularly in the areas of smoothness, efficacy, safety and value.

Venus Embrace will be available to consumers in North America in February 2008 in food, drug and mass merchandise stores. The shaving system, which includes the refillable razor, one cartridge and a ShowerPod, will have a suggested retail price of $9.99-11.99 [U.S.]. A package of four refill cartridges will have a suggested retail price of $13.49-14.99 [U.S.].

For more information about Venus, please visit

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