Gillette launches premium division with first heated razor

Gillette has launched premium division Gillette Labs as it looks to appeal to a wider audience, particularly high-end consumers and early tech adopters.
Innovation is key to the strategy, with a heated razor becoming the first product to launch as part of the premium offer.
Gillette’s brand manager, Matt Thomas, tells Marketing Week: “Gillette Labs has been designed to create beautiful tech-inspired products of which the heated razor is the first. It tries to merge aesthetically plea