TARGETING NEW MARKETS : Gillette Sets Out to Hone Product Line : Grooming: The company is hoping to carve out a chunk of the fast-growing, multibillion-dollar market for men’s toiletries.

Gillette Co., whose name is synonymous with men’s shaving products, is branching out in hopes of getting a major chunk of the fast-growing market for men’s grooming products.

But the Boston-based company, known for innovative products and marketing, will face stiff competition from makers of mass market and designer products--all trying to offer men the same vast variety of personal care items now available to women.

Gillette announced Tuesday that it will expand its already considerable men’s product line to include products such as skin conditioners, body spray, deodorants, shaving creams and after-shave.

The company is banking on the growing market for men’s grooming products, which it expects will double from $6 billion in North American and Western European retail sales now to nearly $12 billion by the end of the decade. Greater growth is expected in this market than in the saturated women’s market.

The 14 new Gillette products took three years and $75 million to develop. The company said it has 20 patents pending for the technology it developed to create the new products, including ergonomically designed packaging.

Gillette conducted extensive market research while developing its new line. The findings showed that American men spend the most time on personal grooming--about 25 minutes a day, compared to 19 minutes in France and 22 minutes in Italy.

The United States also had a high number of “involved groomers,” men who shaved more frequently and used at least five personal care products.

Gillette cited research findings showing most men make their own decisions when it comes to choosing personal grooming products.

About 60% of men regularly purchase toiletries for their own use, the company said, with men often stipulating the brands they prefer when someone else does the shopping.

The traditional sources for men’s personal care products--salons and department stores--have already begun to cash in on this push for the pampered male.

At the Georgette Klinger salon in Beverly Hills, President Kathryn Klinger said the Klinger for Men line of skin care products has been doing well.

Klinger said men now make up 20% to 25% of the business at the eight Klinger salons across the country. Ten years ago, they represented only about 8%. Now, however, men often accompany their wives on Saturdays for facials of their own, she said.

“I think it’s just a more open society,” she said. “You don’t have to worry about it so much.”

Klinger won’t have to worry much about Gillette’s new line of products, which will be introduced in the United States, Canada and Britain in January. Most of Gillette’s products will be priced under $3.

Gillette’s real target is companies such as Procter & Gamble and Colgate Palmolive, its mass market competition.

And the company is banking on its name recognition in razors and blades to help it expand in the growing men’s toiletries market.

“This will help us improve our already strong position in those markets,” said Peter K. Hoffman, vice president of business management for Gillette North Atlantic. “By establishing a line of high performance toiletries, it will give us a place to launch additional products in the future.”

Otto Grote, an analyst with Derby Securities, said Gillette’s strong name recognition will ensure that it will get shelf space and customers to try its new products--key elements to widespread success.

“Because of their position and their Gillette name, which is globally known, I think they have a good chance of knocking out the top brands,” he said. “When all is said and done, whether men will end up using them remains to be seen.”

Gillette stock closed at $56.875 on the New York Stock Exchange Tuesday, down 62.5 cents.