Gillette to Introduce New Disposable Razor

Gillette Co. said Tuesday that it is introducing a new disposable twin-blade razor featuring a strip that releases a lubricant during shaving to increase smoothness.

The new product, which will go on sale in October, is Gillette’s latest attempt to protect its dominant 62% share of the $700-million U.S. shaver market. It follows last year’s successful launch of the lubricant strip in a refillable razor form.

However, analysts said the new product, called “Good News Plus,” could mean lower profit margins than provided by the more expensive refillables, adding that company profits need a boost after last year’s disappointing 1% increase.

A company spokesman said the new product would expand the “Good News Franchise,” for which Gillette has also been test marketing a line of unisex toiletries.