How To Win The Women’s Market

USA Today: Gillette announced Thursday its strategy to go after a bigger cut of the women’s shaving market this spring, including two new products in its successful Venus line and — in an unusual move in personal care products — equality with similar men’s products in price.
The company will roll out a battery-powered Venus Vibrance shaver, similar to its men’s M3Power, that sends little vibrations to the skin to raise the hair for a closer shave. It also will add Venus disposables.
In a product category where women’s products generally are priced higher than men’s — on the assumption women will pay more for personal care — the suggested retail prices for the Venus Vibrance will be $9.99 to $11.99, equal to the new lower price the M3Power gets next month.
Price equality for essentially the same product could help nick the competition, one expert says.
Gillette hopes to power shaver sales to women with Vibrance [USA Today]