DUBAI, 22 January 2006 — Gillette Middle East launched the M3Power, the first revolutionary power-based wet shaving system for men in the region, Wednesday. The new product is expected to boost volume and growth of the male grooming market in the region, valued at $86 million in 2005, which included $31 million from the Kingdom.
During the product launch, Prakash Nedungadi, Gillette’s regional business director, said that the region’s male grooming sector has been growing at a steady average of four percent during the past four years.
Mach3 was launched in the Middle East in 2000 and was followed by Mach3 Turbo in 2003. Since its launch in the region, the Mach franchise, a series of three-blade shaving systems from Gillette, has captured more than 40 percent of market share on blades and razors.
“Since its launch in the Middle East markets, the Mach3 system has gained tremendous popularity among the wet-shaving male population, registering higher record shares of the blades and razors market in the region,” said Nedungadi.
Gillette also launched Mach3 Shave Gel, a new shave gel for men that is specially formulated to deliver Gillette’s best shave. Nedungadi explained that the shaving preparation market, which includes shaving gel, foams and aftershave products, is still in its infancy.
He pointed out that the market is valued around $8 million. However, he said the growth rate of this market for the last three years has been extremely healthy, averaging 10 percent per year.
Gillette M3Power and Mach3 Shave Gel are now available in the Kingdom. The shaving system includes the refillable razor, one cartridge and a AAA Duracell battery.