Procter and Gamble launches Gillette Fusion ProGlide with FlexBall technology

Procter and Gamble has announced the launch of its new Gillette Fusion ProGlide razor with FlexBall Technology, which aims to deliver a superior shave.

The razor combines high-end Fusion ProGlide blades with an advanced handle that features the new FlexBall technology, allowing the razor to pivot in multiple directions over the contours of the face.

Expected to be one of the biggest FMCG launches in the UK, the debut of the razor is being backed by an extensive marketing campaign, including nationwide TV advertising and print advertising, plus a comprehensive digital and social media programme.

The company is also introducing its new 2-in-1 Shave Gel Plus Skincare product to further bolster its range of shaving products.

Jared Regan, Gillette brand manager at Procter and Gamble, said: "The launch of these new products shows Gillette's commitment to continuing to innovate for our consumers and create value in our category for all our retail partners."

During the second quarter of the company's 2015 fiscal year, the company saw organic sales of its grooming products increase by two percent, due in part to higher pricing and innovation within the Gillette business.