News Release

Gillette® Launches World's First Heated Razor In The UK Under New Premium "Gillette Labs" Range

The new Heated Razor by GilletteLabs marks the brand’s debut into the luxury retail and grooming space and is proudly launched online at www.gillette.co.uk and instore by leading innovation retail destination, Smartech, Selfridges London.

Category:

Tuesday, August 6, 2019 11:46 am BST

Dateline:

London

Today sees the launch of the GilletteLabs Heated Razor online at www.gillette.co.uk and instore in the Smartech innovation hub at Selfridges’ Oxford Street store. The high-tech shaving device delivers a sustained heat sensation via an innovative warming bar, providing the pleasure of a hot towel shave experience with every stroke. Following the success of the initial trial which saw the Heated Razor sell out in less than a week on crowd funding website Indigogo and win the “People’s Choice Award” at the Consumer Electronics Show 2019, the innovative razor will now launch in the UK.

The partnership between the iconic shaving brand - who pioneered the world’s first safety razor over 115 years ago and who has continued to innovate ever since – and a retail specialist in Smartech Selfridges, who bring technology to life through first class in-store experiences, signifies the growing importance of providing consumers with the most enhanced and intuitive products within all aspects of their lives.

“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. We are excited to have partnered with Smartech Selfridges to launch Heated Razor, as they are at the forefront of meaningful innovation and combine this with a superb instore experience allowing shoppers to interact with the product” said Matt Thomas, Gillette and Gillette Venus UK Brand Manager.

“We are privileged that GilletteLabs has chosen Smartech, Selfridges as the exclusive and experiential retail partner for the Heated Razor. With our history of bringing life to connected devices through in-store experiences, we believe we’ve created the ideal environment to discover and try Gillette’s latest innovation” said Nathalie Bernce, CEO of Smartech.

Smartech is an innovation retailer which allows consumers to discover new tech and experience it in an immersive and innovative environment. As the first launch within the new GIlletteLabs division, the brand saw this partnership as an essential move to allow for consumers to experience the heat of the razor first hand.

The new Heated Razor by GilletteLabs activates and delivers instant warmth at the push of a button and provides a noticeably more comfortable shave. It also includes several other key features:

  • Stainless Steel Warming Bar: Distributes heat quickly and evenly, instantly providing soothing warmth to the skin that feels like a hot towel shave with every stroke and lasts throughout the entire shave.
  • Adjustable Temperature Levels: With a push of a button, easily choose between two levels of heat to achieve optimal comfort based on what’s right for each user.
  • Automatic Overheat Protection: Four intelligent heat sensors consistently maintain even warmth at the chosen temperature through each shaving stroke, while built-in safety features ensure an even and safe level of heat.
  • Advanced Five Blades Technology: Gillette’s most advanced thinnest and finest blades to provide incredible comfort.
  • Wireless Magnetic Charging: Compact and elegant, the wireless magnetic charging dock makes charging the razor as easy as putting it down.
  • Lithium Ion Battery: Used in advanced electronics, the rechargeable lithium ion battery lasts up to six shaves, depending on usage - making being on-the-go easy.
  • Sleek Handle: Aesthetically designed, the premium-grade aluminum zinc handle adds an air of sophistication to the razor’s overall look and feel.
  • Flexdisc Technology: Contours to your facial features and conquers the curves to ensure contact with the warming bar on every stroke - no matter how users shave.
  • 100% Waterproof Razor: Allows users to shave based on their preference – in the shower or at the sink.

 

The GilletteLabs Heated Razor is available to buy online from www.gillette.co.uk and available instore at the Smartech concession in Selfridges, London and from 2nd August 2019.

 

ENDS

 

About Gillette

For more than 115 years, Gillette has delivered precision technology and unrivalled product performance – improving the lives of over 800 million consumers around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave gel (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit www.gillette.co.uk. To see our full selection of products, visit www.gillette.co.uk. Follow Gillette on Twitter, Facebook and Instagram.

About Procter & Gamble

P&G serves consumers around the world with 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®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

About Smartech 

Established in 2016, Smartech is the destination for innovation in exclusive partnership with the world’s best department stores. As an experience-led retailer Smartech is reinventing traditional retail, helping hardware innovation companies to sell their products for the first time. Smartech is an innovative retail solutions, offering an immersive experience where people can try, play and discover the latest innovations from the likes of Facebook, Snapchat, Ring, Segway and more. Smartech's unique software programme runs tests and monitors, providing brands with insights and data that shapes their retail strategy on a global scale. Smartech, Selfridges flagship location: https://www.youtube.com/watch?v=_QDSRTsMz8A

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Gillette Labs Heated Razor Product Image
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Gillette Labs Heated Razor Lifestyle Shot
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Gillette Labs Heated Razor