Gillette has launched an innovative new razor in response to research about shaving habits.
According to the brand, males take an average of 170 strokes with a razor each time they shave. Around 120 of these movements are re-strokes over the same area of the face. These strokes occur after shaving gel has been wiped away and can cause some irritation.
The new Gillette Fusion Pro Shield features lubrication before and after the blades to protect against irritation during each and every stroke. Stew Taub, Director of Shave & Care R&D at Gillette, said: "With the latest razor technology, excessive re-stroking isn't necessary for a close shave, but old habits are hard to break. At Gillette, we constantly look for solutions to help improve the shave for guys, and that is why are introducing the new Fusion ProSheild, with lubrication before and after the blades to help shield from irritation during the shave. We have changed our blade cartridges so guys don't need to change the way they shave."
The new razor will launch in Canada in December 2015 with Gillette Shave Club and other stores participating from February 2016 onwards.
