Bugatti announces a new partnership with GilletteLabs to launch a new Special Edition Heated Razor featuring a revolutionary design, and unrivalled quality
With the push of a button, the Special Edition Heated Razor activates and delivers instant soothing warmth for a noticeably more comfortable shave and sensorial experience. Introduced in 2018 and recognized at its debut as one of the smartest inventions of the year by Time Magazine, this completely updated version takes the first-of-its-kind razor into another dimension.
“We are thrilled to be working with Bugatti – a marque universally renowned for its state-of-the-art automobiles. This collaboration is rooted in a shared passion for quality and sector-defining performance,” said Gary Coombe, CEO, P&G Grooming. “Just as each Bugatti embodies the incomparable driving experience, this ultra-precise razor was developed not just to shave, but to create the utmost luxury at-home shaving experience.”
The new GilletteLabs | Bugatti Special Edition Heated Razor is finished in Bugatti Agile Bleu, once the legendary French racing color reinterpreted for the Chiron Pur Sport – the most agile Chiron ever crafted at Bugatti’s Atelier in Molsheim, France. The handle features the legendary Bugatti Macaron – the emblem that has symbolized the pioneering brand for over 110 years. Aesthetically designed, the premium-grade aluminum-zinc handle defines the razor’s composition and appearance – inspired by the innovative lightweight materials of anodized aluminum and titanium molding the interior design of the Bugatti Chiron Pur Sport.
Gillette and Bugatti have a long history of revolutionary advancements in their industry. In 1901, Gillette released the first system razor – a two-piece safety razor – and continues to set the standard for grooming innovation with the world’s first Heated Razor. Bugatti, founded in 1909, transformed automotive engineering and the world of motorsport. To this day, Ettore Bugatti is celebrated for his visionary designs, and passion for innovation and craftsmanship.
“Bugatti embodies passion for perfection, in addition to performance, revolutionary design, and unrivalled quality. GilletteLabs shares these very same values.” said Wiebke Stahl, Managing Director at Bugatti International. “We are therefore delighted to be working with the world’s leading company in the field of grooming. At Bugatti, we pride ourselves on providing the pinnacle of luxurious experiences in everything we do, staying true to our mantra: “If comparable, it is no longer Bugatti.”
The GilletteLabs | Bugatti Special Edition Heated Razor set includes the Heated Razor, magnetic wireless charging dock, two blades refill, co-branded custom cleaning cloth, and Smart plug. The Special Edition Heated Razor will launch across select markets starting September 2021.