Grooming brand Gillette is making the ‘cut’ with new Fusion ProShield, which gives customers more protection against irritation.

The launch will be backed by TV and print advertising, as well as digital and social media activity. Retailers can promote the new product in store with PoS.

The new product is the second from Gillette to include its FlexBall technology, which allows the razor to pivot in different directions.

Tina Koehler, Gillette senior brand manager at P&G, said: “More than 25 million men have made the switch to FlexBall and we are encouraging retailers to maximise their health & beauty sales by stocking up on Gillette’s most advanced razor.”