Procter & Gamble’s November 2021 launch of a GilletteLabs razor with a built-in exfoliating bar received extensive support across retailers. The razor is the latest release from Gillette’s premium innovation division, which launched in 2019 with the GilletteLabs heated razor meant to deliver the feeling of a hot shave. The new razor boasts a built-in exfoliating bar to remove dirt and debris from the skin, as well as two blade cartridges and a magnetic stand to allow the razor's five blades to dry properly. Additional SKUs available at launch are: a pack of four refill cartridges; a premium package comprising a stand, a razor, three cartridges and a metal travel case; and a bulk-size version with another three cartridges on top of the premium package. Across several mass merchants, the launch earned prime secondary merchandising space on custom endcap displays. At Walmart, the creative employed a holiday theme and the display depicted a QR code for ordering the heated razor on walmart.com. A display ad on walmart.com’s shaving landing page also plugged the new razor. At Target, the razors were merchandised on an endcap display along with Gillette Venus SKUs, including the exclusive Gillette Venus x Rifle Paper Co. collection. Paid search supported. At Meijer, the new SKUs were stocked alongside the brand's heated razors, and electric razors from P&G’s Braun. The exfoliating bar razors were also merchandised alongside other GilletteLabs SKUs at Walgreens stores on a floorstand employing a “Just Arrived” message. Amazon plugged the new SKUs on a page within the e-commerce giant's Gillette showcase, which also spotlighted the GilletteLabs heated razor shave kit. Moreover, the retailer gave its “Amazon Choice” badge of approval to a limited-edition GilletteLabs heated razor shave kit produced through a licensing deal with French car manufacturer Bugatti, which was released in October 2021. Gillette supported the exfoliating bar razor launch with a 30-second YouTube video posted on Nov. 22, and paid search directing shoppers to the brand's direct-to-consumer site (gillette.com).