9 February 2016


Guys take a surprising number of re-strokes during their shave which cause irritation and, in the on-going pursuit of the ultimate comfort and closeness, Gillette has changed its razor blades so
guys don’t have to change the way they shave

 According to recent studies1, most guys take on average 170 strokes every time they shave, and 120 of them are re-strokes over the same area of the face after the initial strokes have wiped away most of the protective shave gel.  Despite all of the advances in blade technology, many guys still experience some irritation, largely due to these re-strokes. 

 Instead of expecting guys to change how they shave, Gillette® has made its best razor blades even better to shield guys from irritation. 

The new Gillette Fusion® ProShield™ with lubrication before and after the blades shields against irritation during every shave – no matter how many strokes he takes.

When it comes to shaving on auto-pilot, guys re-stroke over the same area, wiping away the shave gel. Shaving over the same spot without lubrication can cause skin irritation, redness and bumps that keep guys from looking and feeling their best. That’s why Gillette developed Fusion ProShield, engineered to proactively shield against irritation, with new lubrication before the blades in addition to the Lubrastrip after the blades, while still delivering incredible closeness.

“With the latest razor technology, excessive re-stroking isn’t necessary for a close shave, but old habits are hard to break,” said Tina Koehler, Senior Brand Manager Shave Care; “At Gillette, we constantly look for solutions to help improve the shave for guys, and that is why we are introducing Fusion ProShield with lubrication before and after the blades, to help shield from irritation during the shave.  We have changed our razor blades so guys don’t need to change the way they shave.”

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