Dubai, UAE - Second largest razor company Schick-Wilkinson-Sword is hoping to gain as much as 50 per cent of the Middle East women's razor market, valued at over AED3.6 million in the UAE alone, following the launch of the world's first women's four-blade razor Quattro for Women.
Quattro for Women is now on sale in the GCC. It is priced at AED22 in the UAE.
"Schick has performed consistently in the Middle East over the last few years with the focus on becoming a strong number two player. The launch of Quattro last year was a significant boost," said Rupert Booysen, Business Manager, Schick, Middle East and Africa. "Now it's the turn of women to experience the superior results of a four-blade razor. 'Quattro for Women' made a big impact in the US, and the Middle East is one of the first regions outside North America to receive the new product."
Recent research conducted by Energizer Australia revealed that 63 per cent of women believe the best shaving technology has been reserved for men. Quattro for Women has been introduced with the aim of bringing the best in men's razor technology to women.
"Quattro for Women is the solution to all women's shaving concerns," said Booysen. "Each blade is wire wrapped and all four blades move in engineered unison. The pivoting blade head rotates to ensure the blades are in continuous contact with the contours of the body, ensuring the ultimate close shave."
According to Schick research in the US, 75 per cent of women who have used Quattro for Women prefer it to their current shaving product.
"Quattro for Women has had a phenomenal response in the US. Based on that and our experience last year with Quattro for Men, we're confident the new razor will take off here in the Middle East," Booysen continued.
Quattro's four-blade razor technology was pioneered in Germany to cut more hair per stroke than any other razor product, using Quattro's patented alpha diamond blade technology for unbeatable, lasting sharpness.
The razor has an ergonomically shaped, girl-sized zinc alloy handle with a non-slip rubber grip that guarantees maximum in-hand comfort and control. It is also girly pink!
Quattro for Women has two conditioning strips. The first is enriched with aloe vera and Vitamin E, and the second, positioned below the blades, prepares the skin for a close, long-lasting shave.
Priced at AED22 in the UAE, Quattro for Women is the first razor for women with a metal stick, and it comes with two blade refills and a discreet shower hanger. It is already available in all major retail chains throughout the UAE.
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For more information please contact:
Abha Malpani
Polaris Public Relations
Dubai, UAE
Tel: 04 3348522
Fax: 04 3211856
E.mail: abha@polaris-me.com
Rupert Booysen
Business Manager
Energizer ME and Africa
Dubai, UAE
Fax: 04 3341326
Tel: 04 3211855
© Press Release 2005
