Sports Illustrated Swimsuit Issue Cover Models Unveil the New Gillette for Women Venus Shaving System and Kick-Off Mobile Marketing Tour

Business Wire, April 17, 2001

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NEW YORK--(BUSINESS WIRE)--April 17, 2001

Supermodels Elsa Benitez and Daniela Pestova were in New York's historic Grand Central Terminal today to herald the in-store arrival of The Gillette Company's highly anticipated Gillette for Women Venus shaving system. Elsa and Daniela -- Sports Illustrated's swimsuit issue cover models for 2001 and 2000, respectively -- also christened a 53-foot customized tractor-trailer that is the centerpiece of a "Venus in Motion" mobile marketing tour. The tour -- which will travel to 19 cities in North America through September 2001 -- offers a unique sensory experience, encouraging women to discover their inner goddess and to try the new razor.

Two trucks have been transformed into "sensory immersion units" that offer women a relaxing, revitalizing respite from the demands of daily life, while introducing them to Venus imagery and product attributes in an exciting and direct manner. Inside, consumers can gaze at a virtual waterfall, awaken their senses in an "aroma oasis," test their sense of touch at a "texture wall" and send e-photo postcards to friends from the "lava lounge."

"The Venus in Motion tour gives every woman the opportunity to feel like a goddess, drawing on the senses of sight, sound, smell and touch to bring our razor's core imagery to life," said Pauline Munroe, director of marketing, North America, The Gillette Company.

The customized immersion units will visit locations on the East and West coasts; four SUVs will serve as guerilla marketing support to extend the tour's reach. Stops on the tour include Boston, New York, Philadelphia, Washington D.C., Miami, Chicago, Toronto, Dallas, Los Angeles, San Francisco and Seattle. Also visited will be Atlanta, Orlando, Detroit, Houston, New Orleans, San Diego, Portland and Vancouver. High-traffic venues to be visited include malls, beaches, concerts, colleges and festivals.

Local advertising and on-air promotions will support the tour. A consumer Web site, www.GilletteVenus.com, will provide women with shaving, product and tour information.

The triple-blade Venus shaving system provides the best shaving experience possible for women. The razor is designed specifically for how and where women shave - with soft, protective cushions, a rounded, pivoting cartridge that hugs a woman's curves and an ergonomically designed handle that suits every woman's shave style. ShowerSafe(TM) refills are individually sealed in waterproof dispensers to keep blades clean and dry and are kept in a shaving compact that can be stored in the shower or bath to make blade-changing convenient.

Venus is available in North America, Europe and select international markets in food, drug, convenience, club and mass merchandise stores. The suggested retail price is $7.49 - $7.99 (U.S.), including razor, storage compact and one additional cartridge. The suggested retail price of a Gillette for Women Venus 4-Pack of cartridges is $7.49 - $7.99 (U.S.).

Headquartered in Boston, Mass., The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries, toothbrushes and oral care appliances.