Gillette reveals long-awaited Venus Swirl razor


New razor and its FlexiBall technology has been in development since 2004

Gillette has launched its new razor for women, called Venus Swirl. The new razor presents the next generation in close-shave technology with the ability to adjust to the contours of the legs, underarms and bikini line.

At the heart of the Venus Swirl is the brand’s new FlexiBall technology, which has been in development since 2004. The ball technology allows for flexible movement of 36º on either side of the rest point via the inclusion of a flexi-bar that sits inside the centre of the razor. The razor also features a new micro-comb that helps guide hairs towards the five blades at the best angle for a smooth shave.

At the launch event, held in Gillette’s high security Innovation Centre in Reading, Kristina Vanoosthuyze, Principal Scientist, explained that the features of the FlexiBall had been “very precisely optimised”. She said: “46% of women said they missed hair with their current razor, typically around their knees, their ankles and the back of their thighs and calves. Currently razors only offer 2D movement, leading to areas of missed contact – and missed contact means missed hairs. That is the inspiration for the innovation today.”

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The new Venus Swirl is being launched with an accompanying shave preparation gel called Venus With a Touch of Olay Violet Swirl Shave Gel. As the name suggests, the gel also features P&G brand Olay’s skin care knowledge and is said to be enriched with moisturisers to keep skin looking healthy.