April 18 Procter & Gamble Co is planning
to offer a new kind of razor, with a swiveling ball hinge and a
pricey tag, to move forward with its strategy to push premium
products, according to the Wall Street Journal on Friday .
The world's largest household products maker has seen sales
of its Gillette razors suffer a hit in the fourth quarter of
2013 from the growing trend of sporting moustaches and stubble.
The company's Chief Financial Officer Jon Moeller had in
January blamed a movement by the Movember Foundation for weak
razor sales. The non-profit organisation calls for men to grow
moustaches during the month of November to raise awareness of
men's health issues, such as prostate cancer.
P&G's Gillette planned to start shipping the new razor,
called ProGlide FlexBall, on June 9, the WSJ said, quoting
The razor's ball hinge allows the blade to pivot and can
lead to missing about 20 percent less hair with each glide.
P&G will offer manual and battery-powered versions of the
FlexBall for suggested prices of $11.49 and $12.59 with one
ProGlide cartridge, the report said.
The company has a $188 million sales target for FlexBall for
the first year.
(Reporting by Esha Dey in Bangalore; Editing by Chizu Nomiyama)