Brands and reputation. Strong brands can be extended to launch products
without threatening the credibility of the current business. Gillette has used
its brand to enter the market for menÕs grooming products. The Gillette Series
for Men includes products such as aÄtershave, shaving cream, and deodorant
as well as razors and blades. Launched in 1990, the menÕs Sensor razor
achieved $2.9 billion in sales in 1997 alone, with over 60 million users
worldwide. Gillette is seeking to beat this record with the MACH3, a threeblade
multiangled razor.