Gillette’s Venus is Pretty in Pink By Betsy Spethmann Gillette Co. pinks up its Venus razor brand with a flanker item, Passion Venus, and a fashion tie-in with designer Jeremy Scott. Boston-based Gillette sponsors Scott’s fall 2003 collection, which includes pink dresses sporting the name “Venus” on the fabric. TV and radio breaks this month, with promos and P-O-P planned for spring and summer. BBDO, New York City, handles ads.
Passion Venus by Gillette Gillette sponsored Scott’s fashion show earlier this month as part of the launch. Christina Aguilera modeled for the show. “Jeremy’s bold designs and Christina Aguilera’s cutting-edge style are perfect complements to our eye-catching Passion Pink Venus razor,” said Nancy Teumer, Gillette’s business director for female shaving.
Venus could do with a little dressing up. Razor sales fell nearly 34% to $37.7 million for 52 weeks ended Jan. 26, per Information Resources Inc. But Venus blade sales jumped nearly 56% to $85.6 million, with a 12.2% market share, IRI reports. It leads the $139 million razor category with a 27.2% share.
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