Gillette Labs will focus on attracting smart tech enthusiasts as the brand looks to engage younger consumers through a new purpose and different routes to market.

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 pleasing product design with the real functional benefit that we know guys are looking for.”

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