Gillette has introduced the SkinGuard razor to enhance the grooming experience for men with sensitive skin and stop irritation from shaving.

Gillette has launched SkinGuard, a razor designed to address the needs of men who suffer from skin sensitivity. Clinically-tested to demonstrate freedom from irritation, it uses two optimally-spaced blades to smooth and flatten away from the blades during each shave.

The technology allows for the trimming of hairs at the surface level with reduced tug and pull to prevent inflammation. Additionally, Gillette SkinGuard absorbs weight from the hand and reduces pressure. The product offers lubrication before and after to minimise friction.

Forty percent of the Americans surveyed reported using hot water to help with irritation. However, only 11 percent found the method effective. Meanwhile, 44 percent resorted to decreasing their frequency of shaving to prevent an adverse reaction due to sensitive skin.

Some 84 percent said the effects range from redness to dryness to itching to razor bumps or worse. The new Gillette release aims to alleviate the above issues and enhance the grooming experience. The brand hopes to raise the confidence level of men who shave.

“We challenged ourselves to rebuild the traditional razor from the ground up, optimising for comfort above all. We believe all men, including those who have sensitive skin, deserve to look and feel their best,” said Jean Ibrahim, Global Grooming R&D Leader at Gillette.

Gillette is a two-time global winner of the World Branding Awards under the Men’s Grooming – Shavers category, having won the title in 2014 and 2018 respectively.

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