The new 5-bladed Gillette Fusion razor
When will they learn that less is more?
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CHICAGO, Sept 14 (Reuters) - Gillette Co. <G.N> on Wednesday launched its newest razor platform, a five-bladed razor called Fusion that has a facial hair trimmer on the back of the cartridge.
Fusion is Gillette's latest product geared at maintaining the company's leading share of the world's razor and blade marker. It has one more blade than the Quattro sold by rival Schick, a unit of Energizer Holdings Inc. <ENR.N>.
The launch comes as Gillette awaits approval of its planned acquisition by Procter & Gamble Co. <PG.N>.
Gillette, which also makes Duracell batteries, said in a meeting with analysts and reporters that Fusion will come as both a standard razor and a battery-powered version with a computer chip that will tell users when the battery is running down.
A four-pack of Fusion cartridges will sell for $12 to $13 and a four-pack of Fusion Power cartridges will be $13 to $14, Gillette said.
The Fusion razor and two cartridges will cost about $9.99, and Fusion Power, with one cartridge and a Duracell battery, will cost about $11.99.
Fusion will be available in stores in North America in first quarter 2006, the company said.