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P&G Positions Joy Women's Razor To Bring Shaving 'Back To The Essentials'

 
• By Eileen Francis

P&G launches joy brand for women as a no-frills razor for a reasonable price, contrasting in positioning with Venus. Brand and glee shaving preparations are sold exclusively in Walmart stores to target millennial and generation Z age groups.

Procter & Gamble Co. is positioning its joy razor and glee shave preparation lines as grooming brands that appeal to young women who want simpler products at a reasonable price.

The lines, each comprising two products, target women “looking for a simplified relationship with her shave,” with millennial and generation...

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