No Buzz Over New Shaver

The Gillette Co. said Friday it would show “the next breakthrough in shaving technology” this week.

But the company is keeping its plans secret.

“For the past hundred years we have come out with the first of every technical innovation in the wet shaving market, and we are going to continue that legacy,” said Michelle Szynal, a company spokeswoman.

She would not disclose any other information but said the product is “a better way to shave.”

The last major new shaving product introduced by Gillette was the Sensor razor in 1990, which has sold 1.8 billion units in 71 countries.

An analyst questioned whether Gillette was moving too early to introduce a followup to Sensor.

“It may be premature for them to come out with a new product that advances technology the way that Sensor did over Atra,” Deepak Raj of Merrill Lynch told The Boston Globe. “But the company is working extremely hard in all product lines and wants to preempt the competition.”