Splitting whiskers
Gillette raises shaving stakes, announces plans to sell ‘ Fusion,’ market’s first five-blade razor But will men be willing to pay the extra price? Some aren’t convinced, writes Dana Flavelle
Just how many razor blades does one man need?
Five, according to the Gillette Company, which has announced plans to begin selling Fusion, the market’s first fiveblade razor, early next year. The announcement drew gasps of disbelief in some quarters.
“ Five blades? Oh my god!” said Toronto barber Nick Tunzi, who’s been shaving his clients with a single- blade razor for 45 years.
“They’re not serious! Five?” said marketing guru Alan Middleton, who still shaves with a Trac II, the two-blade model Gillette first introduced 34 years ago.
Gillette insists its new razor will deliver the closest and most comfortable shave yet and will be even more popular than its three-blade Mach3Turbo, the current best- selling brand in the market. But the real reason for the extra blades could be that competitor Schick has lately been clipping the Mach3’ s sales with its four- blade version, the Quattro, analysts said.
Also, Gillette is looking for a way to convince men to spend more on what is a basic product, said Middleton, who runs York University’s Schulich Executive Education Centre.
Gillette said it’s planning to charge $ 9.99 ( all prices U. S.) for the razors, $1 more than its Mach3 brand, and $ 12 to $ 13 for a four- pack of replacement cartridges.
In Canada, the Mach3 razor sells for just under $ 13 Canadian, while the replacement blades sell for less than $ 15 for a package of four. Canadian prices for the new Fusion razor weren’t disclosed. But is a fifth blade a big enough improvement? Will men see the
than its existing line. difference and be willing to pay
It’s now the best- selling brand, the extra price?
with an estimated 70 per cent
Tunzi, of Ralph’s Barber Shop
share of the global $5 billion a & Hairstyling at Bay and Wellesley
year market for razors, according Sts., says he’s not convinced. to Jason Gere, an analyst
“ I don’t think five blades is going
with A. G. Edwards in New York. to do a better job than one.
Clearly, Gillette is hoping to repeat My personal feeling is it’s a marketing that performance with its thing.”
Fusion razor.
Indeed, it may not matter if
“ Gillette Fusion is more than three, four or even five blades is
just the next generation shaving better than one, as long as Gillette
brand. It’s the future of shaving,” successfully plays on men’s declared James Kilts, president fears and anxieties about shaving, and chief executive officer Middleton observed.
of the Gillette Co., at a press conference
“Are men ever happy with yesterday. their shave? No,” he said.
The company says it’s not just Most men hate shaving though
two additional blades, it’s a they like the feeling of being
whole new “shaving surface” freshly shaved, Middleton said.
that delivers “ significantly less But they’re also very anxious
irritation and more comfort” by
squeezing the blades The real reason for the extra 30 per cent closer together. blades could be that
But many analysts
doubt the company’s competitor Schick has been
ability to deliver on its clipping the Mach3’s sales latest promise.
The problem is Gillette’s with its four-blade version legendary ability to deliver meaningful about how long the shave will improvements to the shaving last. Will they be stuck with the
experience has been wilting dreaded five o’clock shadow?
lately, Middleton said.
“ There’s a constant search for
“Gillette had enormous success improvement,” he said. with these innovations in
Historically, Gillette’s ability to
the past. But their recent innovations capitalize on men’s innermost have not convinced fears has been impressive.
large numbers of males to upgrade The company spent a whopping their razors,” Middleton $300 million promoting
said. the three- blade razor in its first
In fact, Gillette may be a victim year on the market. It was Gillette’s
of its own success. Some financial biggest marketing campaign analysts said the company yet at the time. But it was
may have trouble getting men to worth it.
believe the new product is superior Launched in 1998, the Mach3 to its Mach3 version. was priced at $ 7, a third higher