NEW YORK--(BUSINESS WIRE)--You’ve been shaving for years and you still find yourself going out of your way to contort your body in an effort to get those hard-to-reach areas. Even with your best moves in the shower, you discover missed patches of hair at the most inopportune times. Now there’s a high-design razor that moves as much as you do. From the #1 selling female razor brand in the world, Gillette Venus introduces NEW Venus Swirl™ – the first and only razor with FLEXIBALL™ for multi-dimensional movement around all of women’s tricky areas.
Swirl™ is Venus’ most advanced razor technology, culminating from over five years of research and tested on over 7,000 legs1! Unlike traditional razors that move only two ways, Venus Swirl™ with FLEXIBALL™ moves in multiple directions, navigating tricky areas and contouring significantly better on knees and ankles.2
Exclusively designed for women by women, Venus Swirl™ transforms the shaving experience with the following new innovative features:
- Venus Swirl FLEXIBALL™ technology features a multi-dimensional movement enabling it to move like no other razor on the market today. Thus, Venus Swirl™ FLEXIBALL™ navigates tricky areas other razors might miss.
- The Venus Swirl™ introduces five Contour™ blades, Gillette’s most advanced flexible blades that individually adjust to your curves helping Venus Swirl™ to capture virtually every hair.
- The Venus Swirl™ cartridge also features a water activated moisture glide serum and a MicroFine comb that helps guide hair to the blade.
- Additionally, the Venus Swirl™ handle combines a swirled design with an enhanced gripping surface for outstanding maneuverability over tricky areas.
“For over 14 years, Venus has continued to innovate to bring women the next-generation shaving experience,” says Brenda Bynarowicz, North America Marketing Director for Shave Care. “Women want a smooth, effortless shave that takes the ‘leg work’ out of hair removal. To answer their needs, we developed the Venus Swirl™ razor and Venus™ Shave Gel Violet Swirl™ with Touch of Olay® to transform the shaving experience.”
To showcase these new moves, Gillette Venus partnered with dancer, actress and artist Julianne Hough, known for having her own moves like no other. Together with global online dance community Dance On, Hough and Dance On will bring to life the movement of the razor by helping find the curator of a new dance move, the Swirl.
“Dance is how I got my start in the entertainment industry, so when Venus asked me to do this, I felt like it was a great opportunity to help aspiring dancers chase their dreams, continue to love what they do and have fun!” said Hough.
Hough and Dance On will guest judge as aspiring dancers compete to have their version of the Swirl become the brand’s signature dance move for the Venus Swirl™ razor. Just like the new Venus Swirl™ razor moves like no other to cover every unique curve and contour of a woman’s body for flawless skin, the Swirl dance move will be smooth and effortless. The winner will also get a starring role in a high exposure DanceOn video with celebrity dancer and choreographer Jasmine Meakin.
For a more enriching shaving experience, pair the Venus Swirl™ with new Venus™ Shave Gel Violet Swirl™ with Touch of Olay® enriched with Olay moisturizers leaving your skin feeling flawless. The ultra creamy shave gels feature 5X more gliding moisturizers3 and were reformulated so that more gel stays where you need it, even in the shower, to help you track where you’ve shaved. This may help prevent missed spots, even in tricky areas.
New Venus Swirl™ and Venus™ Shave Gel with a Touch of Olay® Violet Swirl™ will be available at food, drug and mass merchandise stores starting this month. The suggested retail price of the Venus Swirl™ shaving system is $12.59 and the suggested retail price of the Venus™ Shave Gel with a Touch of Olay® Violet Swirl™ is $2.99.
Gillette Venus recently launched the “Use Your And” campaign to inspire women and girls to stand-up against one-dimensional labels, encouraging them to #UseYourAnd and unleash the innate potential inside all women.
About Procter & Gamble
P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
About Dance On
Co-founded by Madonna, CEO Amanda Taylor, Guy Oseary and Machinima CEO Allen DeBevoise, DanceOn Network was selected as part of YouTube's $100 million original content initiative and established itself as one of the top 10 premium YouTube channels. From reality competitions to docu-series, from scripted shows to user-generated content, DanceOn Network creates engaging programming, reaching a network of over 15 million users across social channels.
1 Gillette Venus consumer research in the United States
2 vs. Venus Embrace
3 vs. Ivory ® Bar Soap