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Gillette reimagines the shave gel bottle

Claiming to have solved one the most common morning arguments that couples have, Gillette has reengineered the aluminum bottle for men’s shave gel to eliminate the mess associated with shaving.

Fusion ProGlide
Fusion ProGlide

New Gillette Fusion ProGlide Sensitive 2-in-1 Shave Gel Plus Skin Care, launched in February 2015, features a rust-free plastic package, an enhanced dispenser, and a see-through gel gauge that have been designed to reduce waste and prevent mess.

According to Gillette, in a recent survey it conducted of 300 men in the U.S., aged 18 to 40, 35% say shaving messes are a frequent cause of arguments with their significant other—“more than the 28 percent who cite leaving the toilet seat up as a reason!” says Gillette.

“While we were pleased guys enjoyed shaving with our latest razor, the Fusion ProGlide with FlexBall Technology, when reviewing the holistic shaving experience, we found they were still dealing with common frustrations that could set them back,” says Brenda Bynarowicz, Marketing Director, Gillette North America. “Knowing a guy’s morning routine sets the stage for his entire day, and we looked for ways to better it—and we feel we’ve done that with our new product.”

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