Procter & Gamble Co.'s Venus women's shaving brand has added new disposable and refillable razors and an in-shower moisturizer and bikini trimmer to its product lineup.


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P&G adds to Venus women's shaving line

April 26th, 2010

BOSTON – Procter & Gamble Co.'s Venus women's shaving brand has added new disposable and refillable razors and an in-shower moisturizer and bikini trimmer to its product lineup.

P&G said Monday that the new items include Venus Embrace Disposables, the brand's first five-bladed disposable razor, at the premium end and Simply Venus Disposables at the value end. Also new is the Venus Bikini Trimmer, Satin Care In-Shower Moisturizer and reformulated Satin Care shave gels, and the original Venus Embrace advanced female shaving system, which is now available in a vibrant pink color.

Venus Embrace Disposable razors feature five curve-hugging blades, a Protective Ribbon of Moisture with five times more glide enhancers than the original Venus, and a ComfortGrip handle for increased control while shaving, according to the company. And for women who demand maximum convenience, the Venus Spa Breeze Disposable razors, billed as the first two-in-one women's disposable razor, with built-in shave gel bars infused with a white tea scent, are designed to eliminate the need for a separate shave gel.

Also available is an updated line of three-bladed Venus Disposables, in the same range of vibrant colors and fragrances, but with an improved handle for better maneuverability in wet and soapy environments.

And for women seeking the most affordable shaving solution, the Simply Venus Disposable razors feature a three-bladed pivoting head to provide a closer shave with less irritation than two-bladed Venus disposable razors, P&G said.

To make bikini trimming convenient and easy, Venus also has introduced its first-ever bikini trimmer. Designed as to complement the Venus Embrace, which helps clean and shape bikini hair to reveal bare skin, the Venus Bikini trimmer features a single blade encased by a protective comb for safe and effective bikini hair trimming. The trimmer is available individually or as part of a kit that includes Venus Embrace for bikini shaving, Venus Bikini trimmer and an Olay bikini lotion for soothing post-shave moisturization.

Meanwhile, the Satin Care shave gels have been reformulated to provide up to 35% more glide than previous variants, according to P&G. Satin Care shave gels are available in seven varieties, including two new additions: Cooling Sensation and Floral Passion. The canisters sport a new design that will help them stand out on store shelves, the company said.

Another first for Venus is the Satin Care In-Shower Moisturizer. With up to 24-hour moisture lock after five days of consecutive use, the product hydrates and conditions skin after shaving, sealing in moisture to provide satiny-smooth legs right out of the shower, P&G said. The moisturizer comes in two varieties, Sensitive and Dry Skin.

P&G said the new products are available in drug and food retailers as well as other mass chains nationwide. Venus Embrace, which includes the refillable razor, two cartridges and Shower Pod, carries a suggested retail price of $9.99 to $15.99. A package of four Venus Embrace refill cartridges is priced at $13.49 to $14.99.

The suggested retail price for Satin Care shave gel is $1.99 to $3.49, while the Satin Care In-Shower Moisturizer goes for $3.99 to $4.99. The Venus Bikini Trimmer retails for $4.99, and the Venus Bikini kit (including Embrace, Venus Bikini Trimmer and Olay Bikini lotion) retails for $9.99 to $13.99.

A three-pack of Venus Embrace Disposables carries a suggested retail price of $9.99 to $13.99, and a two-pack of Venus Spa Breeze Disposables goes for $6.99 to $9.49. Venus Disposable razors — including Venus Tropical, Venus Oceana, Venus Malibu and Venus Sensitive — range from $7.59 to $9.99 for a three-pack. A three-pack of Simply Venus Disposables razors runs $5.59 to $7.49.

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