Gillette is importing two initiatives from its home market as it looks to win back customers from the growing number of online-based rivals.
The P&G-owned shaving brand is rolling out its partnership with recycling firm TerraCycle in the UK. For the first-time, all models of its razors, blades and disposable razors can now be recycled thanks to the launch of the new programme.
The recycling initiative means customers can now send used razors and old blades to Terracycle by signing up on the Gillette website with their name and address. They will be sent out a freepost envelope in which to mail the items for recycling.
Coinciding with the launch of the recycling programme, Gillette has also introduced four new packs (under its Mach3, Fusion5, SkinGuard Sensitive and ProGlide ranges), which are 100% plastic free and fully recyclable. The sustainable Gillette packs have gone on sale exclusively at Tesco stores nationwide, before wider roll-out by the end of the year. Its women’s Venus range will introduce the same initiative from January 2020.
Matt Thomas, Brand Manager for Gillette and Gillette Venus UK, said: “We are very excited about the partnership with TerraCycle and the opportunity to offer our customers 100% recyclability of Gillette products, across the UK. As the world’s leading razor brand, we saw that it was our responsibility to ensure that we are coming up with sustainable innovations and solutions to the industry.”
Meanwhile, Gillette is looking to re-establish itself as a key innovator in the razor market with a new premium product which claims to offer the experience of a hot towel shave. Launched in the US earlier this year, the company’s new GilletteLabs Heated Razor is now available to UK consumers via the Gillette website and the Smartech innovation hub at Selfridges’ Oxford Street store.
Costing £199 for the starter kit, the razor has a stainless steel warming bar that heats up within a second. There are two heat settings – 110 degrees and 122 degrees – with built-in sensors and safety features to prevent it from overheating. The battery is designed to last up to six shaves with the product shipping with a wireless charging dock. Eight refill blades cost £49.
The move comes after a challenging few years for Gillette, with fast-growing online rivals such as Harry’s and Dollar Shave Club forcing the company to lower the prices of its main razors to compete.
Commenting on the new premium razor, Thomas said: “We are delighted to elevate the shaving experience with the launch of GilletteLabs Heated Razor. The unique warming bar technology combined with beautiful design will help guys experience the luxurious feeling of a hot towel shave every morning from the comfort of their own home.”
