Gillette is aiming to make shaving less of a cumbersome process for women.
Shipping to 3,500 CVS doors in mid-November is Venus Waterless, a mini-razor with a tube of moisturizing shave gel attached. The water-based formula, designed by distribution and manufacturing company OraLabs and licensed by Proctor & Gamble, does not require the user to rinse with water.
“The whole idea is that this is not to be your every day razor,” said Gary Schlatter, president and chief executive officer of OraLabs. “It’s meant to be something you would throw in your purse, your overnight bag and keep with you for a touch-up that you realize you need later that afternoon or evening. How often do you shave in the shower and when you get to your car realize you missed a spot?”
Schlatter noted the product will be merchandised at multiple points in stores, from traditional shaving aisles, to travel sections and sun-care areas. “We’ve heard from some retailers that they want to put it on the sun-care rack. As you’re getting ready for the sun, you have a lot of skin exposed — this could be in your beach bag,” said Dave Hirschman, national sales manager for OraLabs.
As consumers continually look for products that will allow them to embrace health and wellness-oriented lifestyles, Schlatter mentioned Waterless fills a white space for a portable shaving system that doesn’t require women to tote multiple shaving products around with them. “As our lifestyles are so on-the-go and fast-paced, this is allowing a woman to depart from the typical restriction of being in the shower and to use a product when and where she needs it.”
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Waterless is designed to last for only a few uses and contains somewhere between three to four ounces of gel in each tube. It has a suggested retail price of $2.49 for one and $4.99 for a pack of two. After entering CVS this week, Waterless will begin a rollout to Walgreens, Rite-Aid and Wal-Mart, and is expected to be in some 50,000 mass market doors by April.
Industry sources project Waterless will generate $15 million in U.S. retail sales in its first year on the market.