Venus Vibrance will go on sale in the US in the spring, with a UK roll-out to follow soon after.
Vibrance will be Gillette's first powered wet-shaving system for women.
It will be supported by a substantial global marketing campaign.
The company signed up David Beckham to front activity for the M3 Power razor earlier this summer in a deal reported to be worth £45m.
Gillette is also launching a Venus-branded range of premium disposable razors. They will be available in two variants: Enhanced Moisture with Aloe & Vitamin E and Sensitive Skin with Soothing Botanicals.
Rival Wilkinson Sword is believed to be developing products to compete with the M3 range.
This article was first published on Marketing