INDUSTRY NEWSRETAILING P&G launches new shaving product Barrett J. Brunsman , Staff reporterSep 29, 2016, 2:02pm EDT Get the latest local business news sent to your inbox daily Sign Up Procter & Gamble Co.'s upscale Art of Shaving subsidiary today launched a Power Brush system designed to combat ingrown hair and razor bumps.
Cincinnati-based P&G (NYSE: PG) said the battery-powered spinning brush can be used with Art of Shaving Unscented Pre-Shave Gel to exfoliate skin and release trapped hairs in advance of shaving.
P&G is selling the Power Brush system for $58.75 on the website of its Art of Saving subsidiary as well as at Art of Shaving stores such as the one at Kenwood Towne Centre. The Power Brush is available separately for $40. The pre-shave gel sells separately for $25 per 1.5-ounce bottle.
The three-speed Power Brush uses two AA batteries, which are included. The device, which features soft nylon bristles, is made of water resistant thermo-plastic for use in the shower. The Art of Shaving Pre-Shave Gel for Power Brush creates a thin layer of emollient, glycerin and shea butter on the face and neck, which is designed to decrease tug and pull during a shave.
The Power Brush should be gently moved over facial hair for one to two minutes, avoiding the eye area, P&G advised. Then, users should leave on the gel and lather up with shaving cream as usual.
P&G claims the Art of Shaving Power Brush system reduces the occurrence of ingrown hairs by up to 47 percent after four weeks when used in conjunction with its Gillette brand ProGlide Flexball Razor and TAOS 4 Elements Regimen. The system is said to increase the release of ingrown hair by up to 85 percent over 12 weeks as compared to using a razor with shave cream alone.
“Good skin starts with good shave preparation,” said Todd Brisky, CEO of the Art of Shaving. "It was the foundational belief that inspired our first product, the pre-shave oil. … Modernizing this step of preparation through the Power Brush system allows us to meet men’s grooming needs with a new solution, clinically tested, to reduce razor bumps.”
P&G bought the Art of Shaving chain of retail outlets and website in 2009, seeing it as a complement to its 2005 acquisition of Gillette razor products. P&G and the Art of Shaving had partnered in 2007 to launch a series of razors featuring Gillette Fusion blades.
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