Upon hearing Gillette’s plans to launch a battery-powered Venus Vibrance, some might not think it’s a razor the company’s talking about. Though, we trust Gillette did its market research on this product name before planning to spend $40 million promoting it.
The new Venus Vibrance, similar to the men’s M3Power razor, sends vibrations to the skin which raises the hair for a closer shave.
Commenting on why women will pay a 15 percent price premium on the Vibrance, Leo Burnett’s LeoShe Co-Founder Denise Fedewa said, “Women are very discerning shoppers, but they will pay more for something when it has some kind of benefit, tangible or intangible to them, that justifies paying more. When these products are out in display in your bathroom, you want it to look nice, feel good in your hands or go over contours better. ” And putting the capper on the double-entendre’s Gillette Blade and Razor President Peter Hoffman, commenting on the original Venus’s recent price cut, said, “Our testing indicated that there is an upside potential to penetrate more razors at a slightly reduced price.”
Penetrate more razors? We can only assume he meant, “increase our share of razors sold,” Now back to your regularly schedule, PG-rated advertising news and commentary.
