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Gillette

Product type	Safety razors, shaving supplies, personal care products
Owner	Procter & Gamble
Country	Boston, Massachusetts, U.S.
Introduced	September 28, 1901; 121 years ago[1]
Markets	Worldwide
Previous owners	The Gillette Company
Tagline	«The Best a Man Can Get» (1989–2019) «The Best Men Can Be» (since 2019)
Website	gillette.com

Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer.^[2]

Under the leadership of Colman M. Mockler Jr. as CEO from 1975 to 1991,^[3] the company was the target of multiple takeover attempts, from Ronald Perelman^[4] and Coniston Partners.^[3] In January 2005, Procter & Gamble announced plans to merge with the Gillette Company.^[5]

The Gillette Company’s assets were incorporated into a P&G unit known internally as «Global Gillette». In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble’s other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette’s brands and products were divided between the two accordingly. The Gillette R&D center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (known as «Gillette World Shaving Headquarters»), still exist as functional working locations under the Procter & Gamble-owned Gillette brand name.^[6] Gillette’s subsidiaries Braun and Oral-B, among others, have also been retained by P&G.

History

Inception and early years

The Gillette company and brand originate from the late 19th century when salesman and inventor King Camp Gillette came up with the idea of a safety razor that used disposable blades. Safety razors at the time were essentially short pieces of a straight razor clamped to a holder. The blade had to be stropped before each shave and after a time needed to be honed by a cutler.^[7] Gillette’s invention was inspired by his mentor at Crown Cork & Seal Company, William Painter, who had invented the Crown cork. Painter encouraged Gillette to come up with something that, like the Crown cork, could be thrown away once used.^[8][9]

While Gillette came up with the idea in 1895, developing the concept into a working model and drawings that could be submitted to the Patent Office took six years. Gillette had trouble finding anyone capable of developing a method to manufacture blades from thin sheet steel, but finally found William Emery Nickerson, an MIT graduate with a degree in chemistry. Gillette and other members of the project founded The American Safety Razor Company on September 28, 1901. The company had issues getting funding until Gillette’s old friend John Joyce invested the necessary amount for the company to begin manufacturing.^[10][8][9] Production began slowly in 1903, but the following year Nickerson succeeded in building a new blade grinding machine that had bottlenecked production. During its first year of operation, the company had sold 51 razors and 168 blades, but the second year saw sales rise to 90,884 razors and 123,648 blades. The company was renamed to the Gillette Safety Razor Company in 1904 and it quickly began to expand outside the United States. In 1905 the company opened a sales office in London and a blade manufacturing plant in Paris, and by 1906 Gillette had a blade plant in Canada, a sales operation in Mexico, and a European distribution network that sold in many nations, including Russia.^[8][11]

First World War and the 1920s

Due to its premium pricing strategy, the Gillette Safety Razor Company’s razor and blade unit sales grew at a modest pace from 1908 to 1916. Disposable razor blades still were not a true mass-market product, and barbershops and self-shaving with a straight razor were still popular methods of grooming. Among the general U.S. population, a two-day stubble was not uncommon. This changed once the United States declared war on the Central Powers in 1917; military regulations required every soldier to provide their own shaving kit, and Gillette’s compact kit with disposable blades outsold competitors whose razors required stropping. Gillette marketed their razor by designing a military-only case decorated with U.S. Army and Navy insignia and in 1917 the company sold 1.1 million razors.^[12]

In 1918, the U.S. military began issuing Gillette shaving kits to every U.S. serviceman. Gillette’s sales rose to 3.5 million razors and 32 million blades. As a consequence, millions of servicemen got accustomed to daily shaving using Gillette’s razor. After the war, Gillette utilized this in their domestic marketing and used advertising to reinforce the habit acquired during the war.^[12]

Gillette’s original razor patent was due to expire in November 1921 and to stay ahead of an upcoming competition, the company introduced the New Improved Gillette Safety Razor in spring 1921 and switched to the razor and blades pricing structure the company is known for today. While the New Improved razor was sold for $5 (equivalent to $76 in 2021) – the selling price of the previous razor – the original razor was renamed to the Old Type and sold in inexpensive packaging as «Brownies» for $1 (equivalent to $15 in 2021). While some Old Type models were still sold in various kinds of packaging for an average price of $3.50, the Brownie razors made a Gillette much more affordable for the average person and expanded the company’s blade market significantly. From 1917 to 1925, Gillette’s unit sales increased tenfold. The company also expanded its overseas operations right after the war by opening a manufacturing plant in Slough, near London, to build New Improved razors, and setting up dozens of offices and subsidiaries in Europe and other parts of the world.^[14]

Gillette experienced a setback at the end of the 1920s as its competitor AutoStrop sued for patent infringement. The case was settled out of court with Gillette agreeing to buy out AutoStrop for 310,000 non-voting shares. However, before the deal went through, it was revealed in an audit that Gillette had been overstating its sales and profits by $12 million over a five-year period and giving bonuses to its executives based on these numbers. AutoStrop still agreed to the buyout but instead demanded a large amount of preferred stock with voting rights. The merger was announced on October 16, 1930, and gave AutoStrop’s owner Henry Gaisman controlling interest in Gillette.^[15]

1930s and the Second World War

The Great Depression weakened Gillette’s position in the market significantly. The company had fallen behind its competitors in blade manufacturing technology in the 1920s and had let quality control slip while over-stretching its production equipment in order to hurry a new Kroman razor and blade to market in 1930. In 1932, Gillette apologized for the reduction in blade quality, withdrew the Kroman blade, and introduced the Blue Blade (initially called the Blue Super Blade) as its replacement.^[16] Other Gillette introductions during the Depression years were the Brushless Shaving Cream and an electric shaver that was soon discontinued due to modest sales.^[17]

In 1938 Gillette introduced the Thin Blade, which was cheaper and about half the weight of the Blue Blade, even though it cost almost as much to manufacture. The Thin Blade became more popular than the Blue Blade for several years during the Second World War due to high demand of low-cost products and the shortage of carbon steel.^[18] Beginning in 1939, Gillette began investing significant amounts on advertising in sports events after its advertising in the World Series increased sales more than double the company had expected.^[19] It eventually sponsored a radio program, the Gillette Cavalcade of Sports, which would move to television as well as that medium expanded in the late 1940s.^[20] While the Cavalcade aired many of the notable sporting events of the time (the Kentucky Derby, college football bowl games, and baseball, amongst others) it became most famous for its professional boxing broadcasts.

Though competition hit Gillette hard in the domestic market during the Great Depression, overseas operations helped keep the company afloat. In 1935 more than half of Gillette’s earnings came from foreign operations and in 1938 – the worst of the Depression years for Gillette, with a mere 18 percent market share – nearly all of the company’s $2.9 million earnings came from outside the United States. AutoStrop’s Brazilian factory allowed Gillette to start expanding into the Latin America. In England the Gillette and AutoStrop operations were combined under the Gillette name, where the company built a new blade manufacturing plant in London. In 1937, Gillette’s Berlin factory produced 40 percent of Germany’s 900 million blades and retained a 65 to 75 percent share of the German blade market.^[21]

The Second World War reduced Gillette’s blade production both domestically and internationally. As a result of the war, many markets were closed off, German and Japanese forces expropriated the company’s plants and property, and Gillette’s plants in Boston and London were partially converted for weapons production. In 1942, the War Production Board ordered Gillette to dedicate its entire razor production and most blade production to the U.S. military. By the end of the war, servicemen had been issued 12.5 million razors and 1.5 billion blades. Gillette also assisted the U.S. Army in military intelligence by producing copies of German razor blades for secret agents venturing behind German lines so that their identities wouldn’t be compromised by their shaving equipment. The company also manufactured razors that concealed money and escape maps in their handles, and magnetic double-edge blades that prisoners of war could use as a compass.^[22]

Recovery from the war and diversification

During the post-war years, Gillette began to quickly ramp up production by modernizing its major manufacturing plants in the United States and England, expanding the capacity of several foreign plants, and re-opening plants closed during the war. The company opened a new plant in Switzerland and began manufacturing blades in Mexico City. Sales rose to $50 million in 1946 and in 1947 Gillette sold a billion blades. By 1950, Gillette’s share of the U.S. blade market had climbed to 50 percent.^[23] During the 1950s, the company updated and in some cases moved some of its older European factories: the Paris factory, for example, was moved to Annecy.^[24]

In 1947 Gillette introduced the Gillette Super Speed razor and along with it the Speed-pak blade dispenser the company had developed during the war. The dispenser allowed the blade to be slid out of the dispenser into the razor without danger of touching the sharp edge. It also had a compartment for holding used blades.^[25][26]

In 1948 Gillette bought the home permanent kit manufacturer The Toni Company^[27] and later expanded into other feminine products such as shampoos and hair sprays. In 1955 the company bought the ballpoint pen manufacturer Paper Mate^[25][28] and in 1960 they introduced Right Guard aerosol deodorant. Gillette bought the disposable hospital supplies manufacturer Sterilon Corporation in 1962.^[29]

Television advertising played a big part in Gillette’s post-war growth in the United States. The company began TV advertising in 1944 and in 1950 it spent $6 million to acquire exclusive sponsorship rights to the World Series for six years. By the mid-1950s, 85 percent of Gillette’s advertising budget was used for television advertising. The company also advertised the Toni product line by sponsoring the TV show Arthur Godfrey and His Friends and the 1958 Miss America contest and its winner.^[30][31]

Although Gillette’s immediate priority after the war was satisfying U.S. demand and later diversifying its domestic business, the company pursued expansion in foreign markets that showed potential for growth, such as Latin America and Asia. However, the Cold War restricted Gillette’s operations in many parts of the world and closed entire markets the company would have otherwise entered in Russia, China, Eastern Europe, Near East, Cuba, and parts of Asia. More and more countries demanded local ownership for foreign enterprise in exchange for continued operation or entry into their markets. Outside the U.S. and European markets, Gillette spent time and money building manufacturing facilities and distribution networks in anticipation that the markets would eventually be opened up and nationalistic restrictions lifted. Some of Gillette’s joint ventures included a 40 percent Gillette 60 percent Malaysian mini-plant operation that began production in 1970, and an Iranian manufacturing plant with 51 percent government ownership. The Iran plant was one of Gillette’s largest and most modern factories until the Iranian Revolution of 1979 when Ayatollah Khomeini rose into power and American businesses were targeted as enemies of the new government, forcing Gillette to abandon the operation and withdraw from the country.^[32]

Super Blue and the Wilkinson shock

In 1960, Gillette introduced the Super Blue blade, the company’s first coated blade, and the first significantly improved razor blade since the Blue Blade of the 1930s. The new blade was coated with silicone and in Gillette’s laboratory testing produced much more comfortable and close shaves by reducing the blade’s adhesion to whiskers. Super Blue was a success and sold more than the Blue Blade and Thin Blade combined. By the end of 1961, Gillette’s double edge blade market share had risen to 90 percent and the company held a total razor blade market share of 70 percent.^[33]

In 1962, roughly two years after the introduction of the Super Blue blade, Wilkinson Sword introduced the world’s first razor blade made from stainless steel. According to users, the blade stayed sharp about three times longer than the best carbon steel blades – including Gillette’s. Wilkinson’s introduction took Gillette by surprise and the company struggled to respond as its smaller rivals, Schick and the American Safety Razor Company, came out with their own stainless steel blade. However, during the development of the silicon coating for the Super Blue blade, Gillette had also discovered the method of producing coated stainless steel blades that Wilkinson Sword was using and managed to patent it before Wilkinson did. The English company was forced to pay royalty to Gillette for each blade it sold.^[34]

Gillette hesitated in bringing its own stainless steel blades to market as Super Blue had been a huge success and replacing it with a longer-lasting blade would have reduced profits. The company eventually brought the Gillette Stainless blade to the market in August 1963, about a year after Wilkinson’s stainless blades. As a result of the affair, Gillette’s share of the double-edge blade market dropped from 90 percent to about 70 percent.^[34]

Two years after the introduction of the Gillette Stainless blades, the company brought out the Super Stainless blades – known in Europe as Super Silver – that were made from an improved steel alloy. Gillette also introduced the Techmatic, a new type of razor that used a continuous spool of stainless blade housed in a plastic cartridge.^[35][36]

The success of the coated Super Blue blades marked the start of a period when chemistry became as important as metallurgy in Gillette’s blade manufacturing. The Super Blue’s coating was a result of teamwork between the Gillette’s British and American scientists.^[37] As a result of the Wilkinson ordeal, Gillette’s then-chairman Carl Gilbert increased the company’s spending on research and development facilities in the U.S., championed the building of a research facility in Rockville, Maryland, and encouraged further expansion of R&D activities in England.^[38]

Trac II: The move to cartridge razors

The development of Gillette’s first twin-blade razor began in early 1964 in the company’s Reading laboratories in England when a new employee, Norman C. Welsh, experimented with tandem blades and discovered what he called the «hysteresis effect»; a blade pulling the whisker out of the hair follicle before cutting it, and enabling a second blade to cut the whisker even shorter before it retracted back into the follicle. For six years afterwards, Welsh and his colleagues worked on a means of utilizing the hysteresis effect, almost exclusively concentrating on what would later be known as the Atra twin-blade system. The Atra razor featured two blades set in a plastic cartridge with edges that faced each other. Using the razor required the user to move it in an up-and-down scrubbing motion, and whiskers were cut on both the up and down strokes. Another twin-blade system with blades set in tandem, codenamed «Rex», also existed, but it had too many technical problems and was behind Atra in development.^[39]

In consumer tests, the Atra razor had outperformed existing razor systems, but Gillette’s marketing executives feared the razor would meet resistance among shavers due to the unfamiliar scrubbing motion required to use it. Even though the Atra project was so far along in mid-1970 that packaging and production machinery was nearly ready for a full market introduction, Gillette decided to start a development drive to finish Rex instead as it did not require learning a new way to shave. The project succeeded, Atra was abandoned, and Gillette announced the first twin-blade razor – now renamed to Trac II – in the fall of 1971. The Trac II captured the premium shaving market and came out in time to counter Wilkinson Sword’s Bonded Blade system that utilized single-blade cartridges.^[40]

The challenge of disposables

In 1974, the French Société Bic introduced the world’s first disposable razor. The razor was first brought to the market in Greece, where it sold well, after which it was introduced to Italy and many other European countries. Gillette hurried to develop their own disposable before Bic could bring their razor to the United States. Gillette designed a single-blade razor similar to Bic’s but soon abandoned the concept in favor of a razor that was essentially a Trac II cartridge molded into a blue plastic handle. Gillette introduced this disposable as the Good News in 1976, about a year before Bic’s razor reached the United States, and managed to establish market leadership once Bic and other competitors came to market. Good News was released under various names in Europe and was equally and sometimes even more successful than Bic’s razor. Gillette quickly brought its razor to markets Bic hadn’t yet reached, such as Latin America where the razor was known as Prestobarba.^[41]

In Latin America, Gillette used a so-called cannibalization strategy by selling the razor in several market segments: along with the heavily advertised Prestobarba, the razor was also sold under different names – such as Permasharp II in Mexico and Probak II in Brazil – and sold for at least 10 to 15 percent less. The less expensive variants were differentiated from the blue Prestobarba by manufacturing them from yellow plastic with handle less ergonomically comfortable, and in addition, they were not advertised or eventually has negative marketing^[42] aimed at promoting the sale of the most profitable products in Gillette’s razors line. The strategy was successful and later market arrivals were unable to gain a major foothold. Once the approach proved to be a successful one, Gillette’s subsidiaries in Russia, Poland, and multiple Asian and Near Eastern markets began utilizing the same strategy.^[43]

While Gillette managed to retain market leadership against Bic and other competitors, the popularity of disposable razors, their higher production cost compared to cartridges, and price competition eroded the company’s profits. Gillette had at first hoped that disposables would take no more than 10 percent of the total razor and blades market, but by 1980, disposables accounted for more than 27 percent of the world shaving market in terms of unit sales, and 22 percent of total revenue.^[44][45] John W. Symons began steering Gillette into a different direction after becoming the director of Gillette’s European Sales Group in 1979. Despite Gillette’s strong sales and a large share of the European razor and blades market – 70 percent, which was higher than in the United States – cash flow was declining. In Symons’s view, the issue was Gillette’s attempt to compete with Bic in the disposables market, which was eating into the sales of its more profitable cartridge razors. Symons reduced the marketing budget of disposables in Europe and hired the advertising agency BBDO’s London branch to create an ad campaign to make Gillette’s blade and razor systems – such as Contour – more desirable in the eyes of men. The new marketing strategy, combined with cutting costs and centralizing production increased profits. In 1985, Gillette’s profits in the European market were $96 million, while two years previously they were $77 million.^[46]

In 1980, Gillette introduced Atra – known in Europe as Contour – a twin-blade razor with a pivoting head. The razor became a best-seller in the United States during its first year and eventually became a market leader in Europe.^[47]

Acquisitions and takeover attempts

In 1984, Gillette agreed to acquire Oral-B Laboratories from dental care company Cooper Laboratories for $188.5 million in cash.^[48] Revlon Group’s Ronald Perelman offered to purchase 86.1 percent of Gillette for $3.8 billion in 1986, valuing the company at $4.1 billion.^[49] Gillette also bought back Revlon’s stake in the company for $558 million.^[50] Revlon made two additional unsolicited requests to purchase Gillette for $4.66 billion and $5.4 billion in June and August 1987, respectively, both of which were rejected by Gillette’s board of directors.^[51][52][53]

In 1988, Coniston Partners acquired approximately 6 percent of Gillette.^[54] Hoping to acquire four directors’ seats and pressure Gillette to sell, Coniston forced a proxy vote in April. The companies filed suits against one another, resulting in a settlement in August. Gillette repurchased approximately 16 million shares for $720 million and Coniston agreed not to purchase many Gillette shares, participate in proxy contests, or otherwise seek control of the company for three years.^[55][56]

In 1989, Warren Buffett’s Berkshire Hathaway purchased $600 million worth of Gillette convertible preferred shares. Buffett filled a vacant seat on the company’s board and agreed not to sell his stake «except in a change of control or if insurance regulators force a sale of the stock in the event Gillette’s financial condition falters», reducing the chances of a takeover.^[57] During late 1989 and early 1990, Gillette launched the new product Sensor with a $175 million marketing campaign in 19 countries in North America and Western Europe.^[58][59]

Early to mid-1990s

In 1990, Gillette attempted to purchase Wilkinson Sword’s U.S. and non-European operations. The Department of Justice prevented the sale of Wilkinson’s U.S. assets to prevent a significant reduction in competition by eliminating one of the top four blade suppliers when Gillette already controlled approximately half of the nation’s razor market.^[60][61] Gillette launched the Series line of men’s grooming products, including scented shaving gels, deodorants, and skin-care items, in 1992.^[62][63] The company’s SensorExcel launched in Europe and Canada in 1993,^[64] followed by the United Kingdom and United States in 1994.^[65] In 1996, Gillette launched several new products for women and teenage boys, including the SensorExcel for Women, a moisturizer, a shaving gel, and a body spray.^[66]

Beginning of the Razor Wars

The company launched the new shaving system Gillette Mach3 in 1998, challenging the twin-blade system which dominated the market by introducing a third blade. Gillette promoted the product, which took five years to develop and was protected by 35 patents, with a $300 million marketing campaign.^[67][68] The Mach3 and replacement cartridges cost 35 percent more than the SensorExcel razor.^[69] By 1999, Gillette was worth US$43 billion, and the brand value of Gillette was estimated to be worth US$16 billion. This equated to 37% of the company’s value.^[70] In 2000, Gillette’s board fired CEO Michael Hawley; he was replaced by former Nabisco CEO James M. Kilts in early 2001.^[71][72] In 2003, Schick-Wilkinson Sword introduced the Quattro, a four-blade shaving system, increasing the company’s market share to 17 percent. Gillette claimed the Quattro infringed on the Mach3 patents.^[73] Gillette’s efforts were unsuccessful, but the company maintained approximately two-thirds of the global wet-razor market as of mid-2005.^[74]

Procter & Gamble acquisition to present

In 2005, Procter & Gamble announced plans to acquire Gillette for more than $50 billion, which would position P&G as the world’s largest consumer products company.^[75] The deal was approved by the Federal Trade Commission.^[76][77] Gillette introduced the world’s first 5-blade razor, called the Fusion, during 2005–2006, marking the company’s first launch after the P&G acquisition.^[78] By 2010, the Fusion was the world’s highest selling blade and razor brand, reaching $1 billion in annual sales faster than any prior P&G product.^[79] Gillette’s Fusion ProSeries skincare line, launched in 2010, included a thermal facial scrub, a face wash, a lotion, and a moisturizer with sunscreen.^[80][81] The Gillette Fusion ProGlide Styler for facial hair grooming was introduced in 2012, with André 3000, Gael García Bernal, and Adrien Brody serving as brand ambassadors.^[82][83]

In 2015, the company launched a subscription service called Gillette Shave Club^{[note 1]} and later filed a lawsuit against Dollar Shave Club for patent infringement.^[86][87] The Dollar Shave Club lawsuit was criticized for revealing flaws in Gillette’s own patents^[88] and as a perceived attempt to drive away an upstart competitor; the lawsuit was dropped two months later after Dollar Shave Club filed a countersuit.^[89]

In 2019, the company partnered with TerraCycle to create a U.S. recycling program for blades, razors, and packaging for any brand.^[90] In 2020, Gillette announced a commitment to reduce the use of virgin (unrecycled) plastics by 50 percent by 2030 and maintain zero waste to landfill status across all plants.^[91]

Product history

Double-edged safety razors

The first safety razor using the new disposable blade went on sale in 1903.^[6] Gillette maintained a limited range of models of this new type razor until 1921 when the original Gillette patent expired.^[2] In anticipation of the event, Gillette introduced a redesigned razor and offered it at a variety of prices in different cases and finishes, including the long-running “aristocrat». Gillette continued to sell the original razor but instead of pricing it at $5, it was priced at $1, making a Gillette razor truly affordable to every man regardless of economic class. In 1932 the Gillette Blue Blade, so-named because it was dipped in blue lacquer, was introduced. It became one of the most recognizable blades in the world. In 1934 the «twist to open» (TTO) design was instituted, which featured butterfly-like doors that made blade changing much easier than it had been, wherein the razor head had to be detached from the handle.

Razor handles continued to advance to allow consumers to achieve a closer shave. In 1947, the new (TTO) model, the «Super Speed», was introduced. This was updated in 1955, with different versions being produced to shave more closely – the degree of closeness being marked by the color of the handle tip.

In 1955, the first adjustable razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1988.^[92]

The Super Speed razor was again redesigned in 1966 and given a black resin coated metal handle. It remained in production until 1988. A companion model the, «Knack», with a longer plastic handle, was produced from 1966 to 1975. In Europe, the Knack was sold as «Slim Twist» and «G2000» from 1978 to 1988, a later version known as «G1000» was made in England and available until 1998. A modern version of the Tech, with a plastic thin handle, is still produced and sold in several countries under the names 7 O’clock, Gillette, Nacet, Minora, Rubie, and Economica.

Discontinued products

• Techmatic was a single blade razor introduced in the mid-1960s. It featured a disposable cartridge with a razor band which was advanced by means of a lever. This exposed an unused portion of the band and was the equivalent of five blades. This product line also included the Adjustable Techmatic.
• Trac II was the world’s first two-blade razor, debuting in 1971.^[93] Gillette claimed that the second blade cut the number of strokes required and reduced facial irritation. This product line also included the Trac II Plus.
• Atra (known as the Contour, Slalom, Vector in some markets) was introduced in 1977^[2] and was the first razor to feature a pivoting head, which Gillette claimed made it easier for men to shave their necks. This product line also included the Atra Plus, which featured a lubricating strip, dubbed Lubra-Soft.
• Good News! was the first disposable, double-blade razor, released in 1976.^[94][95] Varieties included the «Original», the «Good News! Plus», and the «Good News! Pivot Plus».
• Custom Plus was a series of disposable razors that came in many varieties: the «Fixed Disposable razor», the «Pivot Disposable razor», the «Custom Plus 3 Sensitive Disposable», and the «Custom Plus 3 Soothing Disposable». Fusion Power Phenom was released in February 2008. It had a blue and silver color scheme.^[96] Other discontinued variants include the Fusion Power Gamer.
• Body was a 3 blade razor in care of the man’s body introduced in 2014. However, the Gillette Body was discontinued in 2018.

Current products

• Gillette Sensor debuted in 1990,^[97] and was the first razor to have spring-loaded blades. Gillette claimed the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave.^[98] This product line also includes the Sensor Excel,^[99] the Sensor 3, and the Sensor 3 Cool.^[100][101]
• Blue II is a line of disposable razors, rebranding the old brand Good News!. In Latin America, it was marketed as the Prestobarba. Another product in the line is the Blue 3, a line of three-blade disposable razors, cheaper than Sensor 3.
• Mach3 – the first three-blade razor, introduced in 1998,^[102] which Gillette claims reduces irritation and requires fewer strokes. In 2016,^[103] P&G upgraded the Gillette Mach3 razor: This product comes in disposable, sensitive and «turbo» variants as well.^[104][105]
• Venus is a division of razors for women created in 2000. Products include Venus Divine, Venus Vibrance, Venus Embrace, Venus Breeze, Venus Spa Breeze and Venus ProSkin Moisture Rich.
• Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the front and a single sixth blade on the rear for precision trimming.^[106][107] Its marketing campaign was fronted by the sports stars Roger Federer, Thierry Henry, and Tiger Woods.^[108][109] Razors in this product line include Fusion Power, Fusion ProGlide Shield, Fusion ProGlide, Fusion ProGlide Power,^[110] and Fusion ProGlide with FlexBall Technology.^[96][111] The ProGlide FlexBall has a handle that allows the razor cartridge to pivot.^[112]
• Gillette All-Purpose Styler, released in 2012, is a waterproof beard trimmer that can cut four different lengths.^[113]
• Treo is the first razor designed for caregivers to shave seniors and people with disabilities, was introduced in 2017.^[114] The product was named one of the best inventions of 2018 by Time,^[115] and later exhibited at the Consumer Electronics Show (CES) in 2020.^[116][117]
• SkinGuard is a razor designed for people with sensitive skin, introduced during 2018–2019.^[118]
• In 2019, the company launched the first heated razor, mimicking a hot towel shave.^[119] The prototype was showcased at CES and later named one of the best inventions of 2019 by Time.^[120] The heated razor received mixed reviews, with reviewers, including professional barbers, describing the design as flawed and the $200 price tag as overpriced.^[121][122]
• King C. Gillette Beard Care Line came out in May 2020 named for the company’s founder and offers beard care products including a Complete Men’s Beard Kit, a double-sided safety razor, shave gel, beard and face wash, balm and oil.^[123]
• Planet KIND Skincare Line launched in February 2021 as a new sustainable shaving and skincare brand, featuring a razor, shave cream, moisturizer and face wash. The razor is constructed from 60 percent recycled plastic and refills are designed with five blades that can each be used for up to a month. Planet KIND partnered with recycling company TerraCycle to design a program through which you can recycle the razor and blades.^[124]

• 

  Gillette Blue II razor, circa 2007

• 

  Gillette Mach3 razor, circa 2015

• 

  Gillette Fusion ProGlide Power

Criticism and controversy

The desire to release ever more expensive products, each claiming to be the «best ever», has led Gillette to make disputed claims for its products. In 2005, an injunction was brought by rival Wilkinson Sword which was granted by the Connecticut District Court which determined that Gillette’s claims were both «unsubstantiated and inaccurate» and that the product demonstrations in Gillette’s advertising were «greatly exaggerated» and «literally false». While advertising in the United States had to be rewritten, the court’s ruling does not apply in other countries.^[125]

Procter & Gamble (P&G) shaving products have been under investigation by the UK Office of Fair Trading as part of an inquiry into alleged collusion between manufacturers and retailers in setting prices.

Gillette was fined by Autorité de la concurrence in France in 2016 for price fixing on personal hygiene products.^[126]

In January 2019, Gillette began a new marketing campaign, «The Best Men Can Be», to mark the 30th anniversary of the «Best a Man Can Get» slogan. The campaign was introduced with a long-form commercial entitled «We Believe», and aims to promote positive values among men – condemning acts of bullying, sexism, sexual assault, and toxic masculinity. While the campaign received praise for its acknowledgement of current social movements and for promoting positive values of masculinity, it also faced a negative response – including from right-wing critics^[127] – being called left-wing propaganda, accusatory towards its customers, and misandrist and there were calls for boycotts of Gillette.^{[128][129][130][131][132]}

In June 2019, P&G wrote-down Gillette business by $8 billion, a move which company executives attributed to currency exchange, new competitors in the market, and increased popularity of growing beards. Share prices increased following the write-down.^[133]

Marketing

Gillette first introduced its long-time slogan, «The Best a Man Can Get», during a commercial first aired during Super Bowl XXIII in 1989.^[131]

The company has sponsored Major League Baseball (MLB),^[134] the 2010 Gillette Fusion ProGlide 500, and the Olympic Games,^[135][136] and has naming rights to Gillette Stadium in Foxborough, Massachusetts, home venue for the National Football League’s New England Patriots.^[137][138] Athletes such as Roger Federer,^[139] Tiger Woods,^[140] Shoaib Malik,^[141] Derek Jeter,^[142] Thierry Henry,^[143] Kenan Sofuoğlu,^[144] Park Ji-sung,^[145] Rahul Dravid,^[146] Raheem Sterling,^[147] Karl-Anthony Towns,^[148] and Michael Clarke have been sponsored by the company,^[149] as well as video gaming personality Dr Disrespect.^[150]

In November 2009, Gillette became the subject of a proposed boycott in Ireland due to its endorsement by French soccer player Thierry Henry; his undetected handball foul during a FIFA World Cup qualifying match contributed to a game-winning goal by France, eliminating Ireland from contention.^[151] The following month, expanding upon the controversy, media outlets observed a «curse» associated with top athletes who endorse Gillette, also citing Tiger Woods (who became the subject of an infidelity scandal in late-2009), and Roger Federer losing in an upset to Nikolay Davydenko during the 2009 ATP World Tour Finals.^[152]

Since its opening in 2002, Gillette has held naming rights to Gillette Stadium in nearby Foxborough, home of the New England Patriots of the National Football League. The original agreement lasted through 2017; in 2010, P&G negotiated a 15-year extension, lasting through 2031.^[153]

Since the 1990s, the company has used a marketing list to send a free sample of a Gillette razor in promotional packages to men in celebration of their 18th birthday. The campaign has occasionally resulted in the samples accidentally being sent to recipients outside of the demographic, such as a 50-year-old woman (exacerbated by the package containing the slogan «Welcome to Manhood»).^[154][155]

In 2019, Gillette and Twitch partnered to form the esports group Gillette Gaming Alliance, as well as the Bits for Blades campaign which gave Twitch Bits (the site’s digital currency) to those who purchased Gillette products online. The 2019 team had eleven streamers, each representing a different country,^[156] and the 2020 team had five streamers including DrLupo.^[157][158] During 2020–2021, Gillette enlisted NFL players Saquon Barkley, Ashtyn Davis, Jalen Hurts, Cole Kmet, and Tua Tagovailoa as brand ambassadors.^[159][160]

In science

In laser research and development, Gillette razor blades are used as a non-standard measurement as a rough estimate of a particular laser beam’s penetrative ability; a «four-Gillette laser», for example, can burn through four blades.^[161]

In music

Science isn’t the only unusual setting far removed from hygiene in which a Gillette razor blade has been used. It was used as a tool to achieve a certain sound by the English rock band The Kinks. Kinks member Dave Davies became «really bored with this guitar sound – or lack of an interesting sound» so he purchased «a little green amplifier …an Elpico» from a radio spares shop in Muswell Hill,^[162] and «twiddled around with it», including «taking the wires going to the speaker and putting a jack plug on there and plugging it straight into my AC30» (a larger amplifier), but did not get the sound he wanted until he got frustrated and «got a single-sided Gillette razorblade and cut round the cone [from the center to the edge] … so it was all shredded but still on there, still intact. I played and I thought it was amazing.»^[163] The sound was replicated in the studio by having the Elpico plugged into the Vox AC30. It was this sound, courtesy of a Gillette razor blade that became a mainstay on many of The Kinks early recordings, including «You Really Got Me» and «All Day and All of the Night».^[164]

Operations in Canada

In late 1988, Gillette announced plans to eliminate manufacturing operations in Montreal and Toronto. The Canadian unit’s executive offices remained in Montreal, with administrative, distribution, marketing, and sales operations continuing in both cities. Approximately 600 employees in Canada were laid off as part of the global restructure,^[165] which followed a $720 million share repurchase and sought to «rationalize worldwide production».^[166] As of 2005, Gillette was not producing products in Canada and employed approximately 200 people in Edmonton, Mississauga, and Montreal.^[167]

Notes

References

Bibliography

• McKibben, Gordon (1998). Cutting Edge: Gillette’s Journey to Global Leadership. Harvard Business School Press. ISBN 0875847250.
• Waits, Robert K. (2014). A Safety Razor Compendium: The Book. ISBN 978-1312293533.
• Gillette, King Camp (February 1918). «Origin of the Gillette Razor». The Gillette Blade. Boston: Gillette Safety Razor Company.

Further reading

• «King C. Gillette, The Man and His Wonderful Shaving Device» by Russell Adams (1978), published by Little Brown & Co. of Boston, Massachusetts, U.S.
• Rodriguez, Ginger G.; Salamie, David E.; Shepherd, Kenneth R. (2005) [previous versions of the article in the volume 3 and 20]. Grant, Tina (ed.). «The Gillette Company». International Directory of Company Histories. Farmington Hills, Michigan: St.James Press (Thomson Gale). 68: 171–76. ISBN 1558625437.

External links

• Official website
• Vintage Gillette Adjustable Double Edge Razors: A Reference website

Gillette

Product type	Safety razors, shaving supplies, personal care products
Owner	Procter & Gamble
Country	Boston, Massachusetts, U.S.
Introduced	September 28, 1901; 121 years ago[1]
Markets	Worldwide
Previous owners	The Gillette Company
Tagline	«The Best a Man Can Get» (1989–2019) «The Best Men Can Be» (since 2019)
Website	gillette.com

Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer.^[2]

Under the leadership of Colman M. Mockler Jr. as CEO from 1975 to 1991,^[3] the company was the target of multiple takeover attempts, from Ronald Perelman^[4] and Coniston Partners.^[3] In January 2005, Procter & Gamble announced plans to merge with the Gillette Company.^[5]

The Gillette Company’s assets were incorporated into a P&G unit known internally as «Global Gillette». In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble’s other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette’s brands and products were divided between the two accordingly. The Gillette R&D center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (known as «Gillette World Shaving Headquarters»), still exist as functional working locations under the Procter & Gamble-owned Gillette brand name.^[6] Gillette’s subsidiaries Braun and Oral-B, among others, have also been retained by P&G.

History

Inception and early years

The Gillette company and brand originate from the late 19th century when salesman and inventor King Camp Gillette came up with the idea of a safety razor that used disposable blades. Safety razors at the time were essentially short pieces of a straight razor clamped to a holder. The blade had to be stropped before each shave and after a time needed to be honed by a cutler.^[7] Gillette’s invention was inspired by his mentor at Crown Cork & Seal Company, William Painter, who had invented the Crown cork. Painter encouraged Gillette to come up with something that, like the Crown cork, could be thrown away once used.^[8][9]

While Gillette came up with the idea in 1895, developing the concept into a working model and drawings that could be submitted to the Patent Office took six years. Gillette had trouble finding anyone capable of developing a method to manufacture blades from thin sheet steel, but finally found William Emery Nickerson, an MIT graduate with a degree in chemistry. Gillette and other members of the project founded The American Safety Razor Company on September 28, 1901. The company had issues getting funding until Gillette’s old friend John Joyce invested the necessary amount for the company to begin manufacturing.^[10][8][9] Production began slowly in 1903, but the following year Nickerson succeeded in building a new blade grinding machine that had bottlenecked production. During its first year of operation, the company had sold 51 razors and 168 blades, but the second year saw sales rise to 90,884 razors and 123,648 blades. The company was renamed to the Gillette Safety Razor Company in 1904 and it quickly began to expand outside the United States. In 1905 the company opened a sales office in London and a blade manufacturing plant in Paris, and by 1906 Gillette had a blade plant in Canada, a sales operation in Mexico, and a European distribution network that sold in many nations, including Russia.^[8][11]

First World War and the 1920s

Due to its premium pricing strategy, the Gillette Safety Razor Company’s razor and blade unit sales grew at a modest pace from 1908 to 1916. Disposable razor blades still were not a true mass-market product, and barbershops and self-shaving with a straight razor were still popular methods of grooming. Among the general U.S. population, a two-day stubble was not uncommon. This changed once the United States declared war on the Central Powers in 1917; military regulations required every soldier to provide their own shaving kit, and Gillette’s compact kit with disposable blades outsold competitors whose razors required stropping. Gillette marketed their razor by designing a military-only case decorated with U.S. Army and Navy insignia and in 1917 the company sold 1.1 million razors.^[12]

In 1918, the U.S. military began issuing Gillette shaving kits to every U.S. serviceman. Gillette’s sales rose to 3.5 million razors and 32 million blades. As a consequence, millions of servicemen got accustomed to daily shaving using Gillette’s razor. After the war, Gillette utilized this in their domestic marketing and used advertising to reinforce the habit acquired during the war.^[12]

Gillette’s original razor patent was due to expire in November 1921 and to stay ahead of an upcoming competition, the company introduced the New Improved Gillette Safety Razor in spring 1921 and switched to the razor and blades pricing structure the company is known for today. While the New Improved razor was sold for $5 (equivalent to $76 in 2021) – the selling price of the previous razor – the original razor was renamed to the Old Type and sold in inexpensive packaging as «Brownies» for $1 (equivalent to $15 in 2021). While some Old Type models were still sold in various kinds of packaging for an average price of $3.50, the Brownie razors made a Gillette much more affordable for the average person and expanded the company’s blade market significantly. From 1917 to 1925, Gillette’s unit sales increased tenfold. The company also expanded its overseas operations right after the war by opening a manufacturing plant in Slough, near London, to build New Improved razors, and setting up dozens of offices and subsidiaries in Europe and other parts of the world.^[14]

Gillette experienced a setback at the end of the 1920s as its competitor AutoStrop sued for patent infringement. The case was settled out of court with Gillette agreeing to buy out AutoStrop for 310,000 non-voting shares. However, before the deal went through, it was revealed in an audit that Gillette had been overstating its sales and profits by $12 million over a five-year period and giving bonuses to its executives based on these numbers. AutoStrop still agreed to the buyout but instead demanded a large amount of preferred stock with voting rights. The merger was announced on October 16, 1930, and gave AutoStrop’s owner Henry Gaisman controlling interest in Gillette.^[15]

1930s and the Second World War

The Great Depression weakened Gillette’s position in the market significantly. The company had fallen behind its competitors in blade manufacturing technology in the 1920s and had let quality control slip while over-stretching its production equipment in order to hurry a new Kroman razor and blade to market in 1930. In 1932, Gillette apologized for the reduction in blade quality, withdrew the Kroman blade, and introduced the Blue Blade (initially called the Blue Super Blade) as its replacement.^[16] Other Gillette introductions during the Depression years were the Brushless Shaving Cream and an electric shaver that was soon discontinued due to modest sales.^[17]

In 1938 Gillette introduced the Thin Blade, which was cheaper and about half the weight of the Blue Blade, even though it cost almost as much to manufacture. The Thin Blade became more popular than the Blue Blade for several years during the Second World War due to high demand of low-cost products and the shortage of carbon steel.^[18] Beginning in 1939, Gillette began investing significant amounts on advertising in sports events after its advertising in the World Series increased sales more than double the company had expected.^[19] It eventually sponsored a radio program, the Gillette Cavalcade of Sports, which would move to television as well as that medium expanded in the late 1940s.^[20] While the Cavalcade aired many of the notable sporting events of the time (the Kentucky Derby, college football bowl games, and baseball, amongst others) it became most famous for its professional boxing broadcasts.

Though competition hit Gillette hard in the domestic market during the Great Depression, overseas operations helped keep the company afloat. In 1935 more than half of Gillette’s earnings came from foreign operations and in 1938 – the worst of the Depression years for Gillette, with a mere 18 percent market share – nearly all of the company’s $2.9 million earnings came from outside the United States. AutoStrop’s Brazilian factory allowed Gillette to start expanding into the Latin America. In England the Gillette and AutoStrop operations were combined under the Gillette name, where the company built a new blade manufacturing plant in London. In 1937, Gillette’s Berlin factory produced 40 percent of Germany’s 900 million blades and retained a 65 to 75 percent share of the German blade market.^[21]

The Second World War reduced Gillette’s blade production both domestically and internationally. As a result of the war, many markets were closed off, German and Japanese forces expropriated the company’s plants and property, and Gillette’s plants in Boston and London were partially converted for weapons production. In 1942, the War Production Board ordered Gillette to dedicate its entire razor production and most blade production to the U.S. military. By the end of the war, servicemen had been issued 12.5 million razors and 1.5 billion blades. Gillette also assisted the U.S. Army in military intelligence by producing copies of German razor blades for secret agents venturing behind German lines so that their identities wouldn’t be compromised by their shaving equipment. The company also manufactured razors that concealed money and escape maps in their handles, and magnetic double-edge blades that prisoners of war could use as a compass.^[22]

Recovery from the war and diversification

During the post-war years, Gillette began to quickly ramp up production by modernizing its major manufacturing plants in the United States and England, expanding the capacity of several foreign plants, and re-opening plants closed during the war. The company opened a new plant in Switzerland and began manufacturing blades in Mexico City. Sales rose to $50 million in 1946 and in 1947 Gillette sold a billion blades. By 1950, Gillette’s share of the U.S. blade market had climbed to 50 percent.^[23] During the 1950s, the company updated and in some cases moved some of its older European factories: the Paris factory, for example, was moved to Annecy.^[24]

In 1947 Gillette introduced the Gillette Super Speed razor and along with it the Speed-pak blade dispenser the company had developed during the war. The dispenser allowed the blade to be slid out of the dispenser into the razor without danger of touching the sharp edge. It also had a compartment for holding used blades.^[25][26]

In 1948 Gillette bought the home permanent kit manufacturer The Toni Company^[27] and later expanded into other feminine products such as shampoos and hair sprays. In 1955 the company bought the ballpoint pen manufacturer Paper Mate^[25][28] and in 1960 they introduced Right Guard aerosol deodorant. Gillette bought the disposable hospital supplies manufacturer Sterilon Corporation in 1962.^[29]

Television advertising played a big part in Gillette’s post-war growth in the United States. The company began TV advertising in 1944 and in 1950 it spent $6 million to acquire exclusive sponsorship rights to the World Series for six years. By the mid-1950s, 85 percent of Gillette’s advertising budget was used for television advertising. The company also advertised the Toni product line by sponsoring the TV show Arthur Godfrey and His Friends and the 1958 Miss America contest and its winner.^[30][31]

Although Gillette’s immediate priority after the war was satisfying U.S. demand and later diversifying its domestic business, the company pursued expansion in foreign markets that showed potential for growth, such as Latin America and Asia. However, the Cold War restricted Gillette’s operations in many parts of the world and closed entire markets the company would have otherwise entered in Russia, China, Eastern Europe, Near East, Cuba, and parts of Asia. More and more countries demanded local ownership for foreign enterprise in exchange for continued operation or entry into their markets. Outside the U.S. and European markets, Gillette spent time and money building manufacturing facilities and distribution networks in anticipation that the markets would eventually be opened up and nationalistic restrictions lifted. Some of Gillette’s joint ventures included a 40 percent Gillette 60 percent Malaysian mini-plant operation that began production in 1970, and an Iranian manufacturing plant with 51 percent government ownership. The Iran plant was one of Gillette’s largest and most modern factories until the Iranian Revolution of 1979 when Ayatollah Khomeini rose into power and American businesses were targeted as enemies of the new government, forcing Gillette to abandon the operation and withdraw from the country.^[32]

Super Blue and the Wilkinson shock

In 1960, Gillette introduced the Super Blue blade, the company’s first coated blade, and the first significantly improved razor blade since the Blue Blade of the 1930s. The new blade was coated with silicone and in Gillette’s laboratory testing produced much more comfortable and close shaves by reducing the blade’s adhesion to whiskers. Super Blue was a success and sold more than the Blue Blade and Thin Blade combined. By the end of 1961, Gillette’s double edge blade market share had risen to 90 percent and the company held a total razor blade market share of 70 percent.^[33]

In 1962, roughly two years after the introduction of the Super Blue blade, Wilkinson Sword introduced the world’s first razor blade made from stainless steel. According to users, the blade stayed sharp about three times longer than the best carbon steel blades – including Gillette’s. Wilkinson’s introduction took Gillette by surprise and the company struggled to respond as its smaller rivals, Schick and the American Safety Razor Company, came out with their own stainless steel blade. However, during the development of the silicon coating for the Super Blue blade, Gillette had also discovered the method of producing coated stainless steel blades that Wilkinson Sword was using and managed to patent it before Wilkinson did. The English company was forced to pay royalty to Gillette for each blade it sold.^[34]

Gillette hesitated in bringing its own stainless steel blades to market as Super Blue had been a huge success and replacing it with a longer-lasting blade would have reduced profits. The company eventually brought the Gillette Stainless blade to the market in August 1963, about a year after Wilkinson’s stainless blades. As a result of the affair, Gillette’s share of the double-edge blade market dropped from 90 percent to about 70 percent.^[34]

Two years after the introduction of the Gillette Stainless blades, the company brought out the Super Stainless blades – known in Europe as Super Silver – that were made from an improved steel alloy. Gillette also introduced the Techmatic, a new type of razor that used a continuous spool of stainless blade housed in a plastic cartridge.^[35][36]

The success of the coated Super Blue blades marked the start of a period when chemistry became as important as metallurgy in Gillette’s blade manufacturing. The Super Blue’s coating was a result of teamwork between the Gillette’s British and American scientists.^[37] As a result of the Wilkinson ordeal, Gillette’s then-chairman Carl Gilbert increased the company’s spending on research and development facilities in the U.S., championed the building of a research facility in Rockville, Maryland, and encouraged further expansion of R&D activities in England.^[38]

Trac II: The move to cartridge razors

The development of Gillette’s first twin-blade razor began in early 1964 in the company’s Reading laboratories in England when a new employee, Norman C. Welsh, experimented with tandem blades and discovered what he called the «hysteresis effect»; a blade pulling the whisker out of the hair follicle before cutting it, and enabling a second blade to cut the whisker even shorter before it retracted back into the follicle. For six years afterwards, Welsh and his colleagues worked on a means of utilizing the hysteresis effect, almost exclusively concentrating on what would later be known as the Atra twin-blade system. The Atra razor featured two blades set in a plastic cartridge with edges that faced each other. Using the razor required the user to move it in an up-and-down scrubbing motion, and whiskers were cut on both the up and down strokes. Another twin-blade system with blades set in tandem, codenamed «Rex», also existed, but it had too many technical problems and was behind Atra in development.^[39]

In consumer tests, the Atra razor had outperformed existing razor systems, but Gillette’s marketing executives feared the razor would meet resistance among shavers due to the unfamiliar scrubbing motion required to use it. Even though the Atra project was so far along in mid-1970 that packaging and production machinery was nearly ready for a full market introduction, Gillette decided to start a development drive to finish Rex instead as it did not require learning a new way to shave. The project succeeded, Atra was abandoned, and Gillette announced the first twin-blade razor – now renamed to Trac II – in the fall of 1971. The Trac II captured the premium shaving market and came out in time to counter Wilkinson Sword’s Bonded Blade system that utilized single-blade cartridges.^[40]

The challenge of disposables

In 1974, the French Société Bic introduced the world’s first disposable razor. The razor was first brought to the market in Greece, where it sold well, after which it was introduced to Italy and many other European countries. Gillette hurried to develop their own disposable before Bic could bring their razor to the United States. Gillette designed a single-blade razor similar to Bic’s but soon abandoned the concept in favor of a razor that was essentially a Trac II cartridge molded into a blue plastic handle. Gillette introduced this disposable as the Good News in 1976, about a year before Bic’s razor reached the United States, and managed to establish market leadership once Bic and other competitors came to market. Good News was released under various names in Europe and was equally and sometimes even more successful than Bic’s razor. Gillette quickly brought its razor to markets Bic hadn’t yet reached, such as Latin America where the razor was known as Prestobarba.^[41]

In Latin America, Gillette used a so-called cannibalization strategy by selling the razor in several market segments: along with the heavily advertised Prestobarba, the razor was also sold under different names – such as Permasharp II in Mexico and Probak II in Brazil – and sold for at least 10 to 15 percent less. The less expensive variants were differentiated from the blue Prestobarba by manufacturing them from yellow plastic with handle less ergonomically comfortable, and in addition, they were not advertised or eventually has negative marketing^[42] aimed at promoting the sale of the most profitable products in Gillette’s razors line. The strategy was successful and later market arrivals were unable to gain a major foothold. Once the approach proved to be a successful one, Gillette’s subsidiaries in Russia, Poland, and multiple Asian and Near Eastern markets began utilizing the same strategy.^[43]

While Gillette managed to retain market leadership against Bic and other competitors, the popularity of disposable razors, their higher production cost compared to cartridges, and price competition eroded the company’s profits. Gillette had at first hoped that disposables would take no more than 10 percent of the total razor and blades market, but by 1980, disposables accounted for more than 27 percent of the world shaving market in terms of unit sales, and 22 percent of total revenue.^[44][45] John W. Symons began steering Gillette into a different direction after becoming the director of Gillette’s European Sales Group in 1979. Despite Gillette’s strong sales and a large share of the European razor and blades market – 70 percent, which was higher than in the United States – cash flow was declining. In Symons’s view, the issue was Gillette’s attempt to compete with Bic in the disposables market, which was eating into the sales of its more profitable cartridge razors. Symons reduced the marketing budget of disposables in Europe and hired the advertising agency BBDO’s London branch to create an ad campaign to make Gillette’s blade and razor systems – such as Contour – more desirable in the eyes of men. The new marketing strategy, combined with cutting costs and centralizing production increased profits. In 1985, Gillette’s profits in the European market were $96 million, while two years previously they were $77 million.^[46]

In 1980, Gillette introduced Atra – known in Europe as Contour – a twin-blade razor with a pivoting head. The razor became a best-seller in the United States during its first year and eventually became a market leader in Europe.^[47]

Acquisitions and takeover attempts

In 1984, Gillette agreed to acquire Oral-B Laboratories from dental care company Cooper Laboratories for $188.5 million in cash.^[48] Revlon Group’s Ronald Perelman offered to purchase 86.1 percent of Gillette for $3.8 billion in 1986, valuing the company at $4.1 billion.^[49] Gillette also bought back Revlon’s stake in the company for $558 million.^[50] Revlon made two additional unsolicited requests to purchase Gillette for $4.66 billion and $5.4 billion in June and August 1987, respectively, both of which were rejected by Gillette’s board of directors.^[51][52][53]

In 1988, Coniston Partners acquired approximately 6 percent of Gillette.^[54] Hoping to acquire four directors’ seats and pressure Gillette to sell, Coniston forced a proxy vote in April. The companies filed suits against one another, resulting in a settlement in August. Gillette repurchased approximately 16 million shares for $720 million and Coniston agreed not to purchase many Gillette shares, participate in proxy contests, or otherwise seek control of the company for three years.^[55][56]

In 1989, Warren Buffett’s Berkshire Hathaway purchased $600 million worth of Gillette convertible preferred shares. Buffett filled a vacant seat on the company’s board and agreed not to sell his stake «except in a change of control or if insurance regulators force a sale of the stock in the event Gillette’s financial condition falters», reducing the chances of a takeover.^[57] During late 1989 and early 1990, Gillette launched the new product Sensor with a $175 million marketing campaign in 19 countries in North America and Western Europe.^[58][59]

Early to mid-1990s

In 1990, Gillette attempted to purchase Wilkinson Sword’s U.S. and non-European operations. The Department of Justice prevented the sale of Wilkinson’s U.S. assets to prevent a significant reduction in competition by eliminating one of the top four blade suppliers when Gillette already controlled approximately half of the nation’s razor market.^[60][61] Gillette launched the Series line of men’s grooming products, including scented shaving gels, deodorants, and skin-care items, in 1992.^[62][63] The company’s SensorExcel launched in Europe and Canada in 1993,^[64] followed by the United Kingdom and United States in 1994.^[65] In 1996, Gillette launched several new products for women and teenage boys, including the SensorExcel for Women, a moisturizer, a shaving gel, and a body spray.^[66]

Beginning of the Razor Wars

The company launched the new shaving system Gillette Mach3 in 1998, challenging the twin-blade system which dominated the market by introducing a third blade. Gillette promoted the product, which took five years to develop and was protected by 35 patents, with a $300 million marketing campaign.^[67][68] The Mach3 and replacement cartridges cost 35 percent more than the SensorExcel razor.^[69] By 1999, Gillette was worth US$43 billion, and the brand value of Gillette was estimated to be worth US$16 billion. This equated to 37% of the company’s value.^[70] In 2000, Gillette’s board fired CEO Michael Hawley; he was replaced by former Nabisco CEO James M. Kilts in early 2001.^[71][72] In 2003, Schick-Wilkinson Sword introduced the Quattro, a four-blade shaving system, increasing the company’s market share to 17 percent. Gillette claimed the Quattro infringed on the Mach3 patents.^[73] Gillette’s efforts were unsuccessful, but the company maintained approximately two-thirds of the global wet-razor market as of mid-2005.^[74]

Procter & Gamble acquisition to present

In 2005, Procter & Gamble announced plans to acquire Gillette for more than $50 billion, which would position P&G as the world’s largest consumer products company.^[75] The deal was approved by the Federal Trade Commission.^[76][77] Gillette introduced the world’s first 5-blade razor, called the Fusion, during 2005–2006, marking the company’s first launch after the P&G acquisition.^[78] By 2010, the Fusion was the world’s highest selling blade and razor brand, reaching $1 billion in annual sales faster than any prior P&G product.^[79] Gillette’s Fusion ProSeries skincare line, launched in 2010, included a thermal facial scrub, a face wash, a lotion, and a moisturizer with sunscreen.^[80][81] The Gillette Fusion ProGlide Styler for facial hair grooming was introduced in 2012, with André 3000, Gael García Bernal, and Adrien Brody serving as brand ambassadors.^[82][83]

In 2015, the company launched a subscription service called Gillette Shave Club^{[note 1]} and later filed a lawsuit against Dollar Shave Club for patent infringement.^[86][87] The Dollar Shave Club lawsuit was criticized for revealing flaws in Gillette’s own patents^[88] and as a perceived attempt to drive away an upstart competitor; the lawsuit was dropped two months later after Dollar Shave Club filed a countersuit.^[89]

In 2019, the company partnered with TerraCycle to create a U.S. recycling program for blades, razors, and packaging for any brand.^[90] In 2020, Gillette announced a commitment to reduce the use of virgin (unrecycled) plastics by 50 percent by 2030 and maintain zero waste to landfill status across all plants.^[91]

Product history

Double-edged safety razors

The first safety razor using the new disposable blade went on sale in 1903.^[6] Gillette maintained a limited range of models of this new type razor until 1921 when the original Gillette patent expired.^[2] In anticipation of the event, Gillette introduced a redesigned razor and offered it at a variety of prices in different cases and finishes, including the long-running “aristocrat». Gillette continued to sell the original razor but instead of pricing it at $5, it was priced at $1, making a Gillette razor truly affordable to every man regardless of economic class. In 1932 the Gillette Blue Blade, so-named because it was dipped in blue lacquer, was introduced. It became one of the most recognizable blades in the world. In 1934 the «twist to open» (TTO) design was instituted, which featured butterfly-like doors that made blade changing much easier than it had been, wherein the razor head had to be detached from the handle.

Razor handles continued to advance to allow consumers to achieve a closer shave. In 1947, the new (TTO) model, the «Super Speed», was introduced. This was updated in 1955, with different versions being produced to shave more closely – the degree of closeness being marked by the color of the handle tip.

In 1955, the first adjustable razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1988.^[92]

The Super Speed razor was again redesigned in 1966 and given a black resin coated metal handle. It remained in production until 1988. A companion model the, «Knack», with a longer plastic handle, was produced from 1966 to 1975. In Europe, the Knack was sold as «Slim Twist» and «G2000» from 1978 to 1988, a later version known as «G1000» was made in England and available until 1998. A modern version of the Tech, with a plastic thin handle, is still produced and sold in several countries under the names 7 O’clock, Gillette, Nacet, Minora, Rubie, and Economica.

Discontinued products

• Techmatic was a single blade razor introduced in the mid-1960s. It featured a disposable cartridge with a razor band which was advanced by means of a lever. This exposed an unused portion of the band and was the equivalent of five blades. This product line also included the Adjustable Techmatic.
• Trac II was the world’s first two-blade razor, debuting in 1971.^[93] Gillette claimed that the second blade cut the number of strokes required and reduced facial irritation. This product line also included the Trac II Plus.
• Atra (known as the Contour, Slalom, Vector in some markets) was introduced in 1977^[2] and was the first razor to feature a pivoting head, which Gillette claimed made it easier for men to shave their necks. This product line also included the Atra Plus, which featured a lubricating strip, dubbed Lubra-Soft.
• Good News! was the first disposable, double-blade razor, released in 1976.^[94][95] Varieties included the «Original», the «Good News! Plus», and the «Good News! Pivot Plus».
• Custom Plus was a series of disposable razors that came in many varieties: the «Fixed Disposable razor», the «Pivot Disposable razor», the «Custom Plus 3 Sensitive Disposable», and the «Custom Plus 3 Soothing Disposable». Fusion Power Phenom was released in February 2008. It had a blue and silver color scheme.^[96] Other discontinued variants include the Fusion Power Gamer.
• Body was a 3 blade razor in care of the man’s body introduced in 2014. However, the Gillette Body was discontinued in 2018.

Current products

• Gillette Sensor debuted in 1990,^[97] and was the first razor to have spring-loaded blades. Gillette claimed the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave.^[98] This product line also includes the Sensor Excel,^[99] the Sensor 3, and the Sensor 3 Cool.^[100][101]
• Blue II is a line of disposable razors, rebranding the old brand Good News!. In Latin America, it was marketed as the Prestobarba. Another product in the line is the Blue 3, a line of three-blade disposable razors, cheaper than Sensor 3.
• Mach3 – the first three-blade razor, introduced in 1998,^[102] which Gillette claims reduces irritation and requires fewer strokes. In 2016,^[103] P&G upgraded the Gillette Mach3 razor: This product comes in disposable, sensitive and «turbo» variants as well.^[104][105]
• Venus is a division of razors for women created in 2000. Products include Venus Divine, Venus Vibrance, Venus Embrace, Venus Breeze, Venus Spa Breeze and Venus ProSkin Moisture Rich.
• Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the front and a single sixth blade on the rear for precision trimming.^[106][107] Its marketing campaign was fronted by the sports stars Roger Federer, Thierry Henry, and Tiger Woods.^[108][109] Razors in this product line include Fusion Power, Fusion ProGlide Shield, Fusion ProGlide, Fusion ProGlide Power,^[110] and Fusion ProGlide with FlexBall Technology.^[96][111] The ProGlide FlexBall has a handle that allows the razor cartridge to pivot.^[112]
• Gillette All-Purpose Styler, released in 2012, is a waterproof beard trimmer that can cut four different lengths.^[113]
• Treo is the first razor designed for caregivers to shave seniors and people with disabilities, was introduced in 2017.^[114] The product was named one of the best inventions of 2018 by Time,^[115] and later exhibited at the Consumer Electronics Show (CES) in 2020.^[116][117]
• SkinGuard is a razor designed for people with sensitive skin, introduced during 2018–2019.^[118]
• In 2019, the company launched the first heated razor, mimicking a hot towel shave.^[119] The prototype was showcased at CES and later named one of the best inventions of 2019 by Time.^[120] The heated razor received mixed reviews, with reviewers, including professional barbers, describing the design as flawed and the $200 price tag as overpriced.^[121][122]
• King C. Gillette Beard Care Line came out in May 2020 named for the company’s founder and offers beard care products including a Complete Men’s Beard Kit, a double-sided safety razor, shave gel, beard and face wash, balm and oil.^[123]
• Planet KIND Skincare Line launched in February 2021 as a new sustainable shaving and skincare brand, featuring a razor, shave cream, moisturizer and face wash. The razor is constructed from 60 percent recycled plastic and refills are designed with five blades that can each be used for up to a month. Planet KIND partnered with recycling company TerraCycle to design a program through which you can recycle the razor and blades.^[124]

• 

  Gillette Blue II razor, circa 2007

• 

  Gillette Mach3 razor, circa 2015

• 

  Gillette Fusion ProGlide Power

Criticism and controversy

The desire to release ever more expensive products, each claiming to be the «best ever», has led Gillette to make disputed claims for its products. In 2005, an injunction was brought by rival Wilkinson Sword which was granted by the Connecticut District Court which determined that Gillette’s claims were both «unsubstantiated and inaccurate» and that the product demonstrations in Gillette’s advertising were «greatly exaggerated» and «literally false». While advertising in the United States had to be rewritten, the court’s ruling does not apply in other countries.^[125]

Procter & Gamble (P&G) shaving products have been under investigation by the UK Office of Fair Trading as part of an inquiry into alleged collusion between manufacturers and retailers in setting prices.

Gillette was fined by Autorité de la concurrence in France in 2016 for price fixing on personal hygiene products.^[126]

In January 2019, Gillette began a new marketing campaign, «The Best Men Can Be», to mark the 30th anniversary of the «Best a Man Can Get» slogan. The campaign was introduced with a long-form commercial entitled «We Believe», and aims to promote positive values among men – condemning acts of bullying, sexism, sexual assault, and toxic masculinity. While the campaign received praise for its acknowledgement of current social movements and for promoting positive values of masculinity, it also faced a negative response – including from right-wing critics^[127] – being called left-wing propaganda, accusatory towards its customers, and misandrist and there were calls for boycotts of Gillette.^{[128][129][130][131][132]}

In June 2019, P&G wrote-down Gillette business by $8 billion, a move which company executives attributed to currency exchange, new competitors in the market, and increased popularity of growing beards. Share prices increased following the write-down.^[133]

Marketing

Gillette first introduced its long-time slogan, «The Best a Man Can Get», during a commercial first aired during Super Bowl XXIII in 1989.^[131]

The company has sponsored Major League Baseball (MLB),^[134] the 2010 Gillette Fusion ProGlide 500, and the Olympic Games,^[135][136] and has naming rights to Gillette Stadium in Foxborough, Massachusetts, home venue for the National Football League’s New England Patriots.^[137][138] Athletes such as Roger Federer,^[139] Tiger Woods,^[140] Shoaib Malik,^[141] Derek Jeter,^[142] Thierry Henry,^[143] Kenan Sofuoğlu,^[144] Park Ji-sung,^[145] Rahul Dravid,^[146] Raheem Sterling,^[147] Karl-Anthony Towns,^[148] and Michael Clarke have been sponsored by the company,^[149] as well as video gaming personality Dr Disrespect.^[150]

In November 2009, Gillette became the subject of a proposed boycott in Ireland due to its endorsement by French soccer player Thierry Henry; his undetected handball foul during a FIFA World Cup qualifying match contributed to a game-winning goal by France, eliminating Ireland from contention.^[151] The following month, expanding upon the controversy, media outlets observed a «curse» associated with top athletes who endorse Gillette, also citing Tiger Woods (who became the subject of an infidelity scandal in late-2009), and Roger Federer losing in an upset to Nikolay Davydenko during the 2009 ATP World Tour Finals.^[152]

Since its opening in 2002, Gillette has held naming rights to Gillette Stadium in nearby Foxborough, home of the New England Patriots of the National Football League. The original agreement lasted through 2017; in 2010, P&G negotiated a 15-year extension, lasting through 2031.^[153]

Since the 1990s, the company has used a marketing list to send a free sample of a Gillette razor in promotional packages to men in celebration of their 18th birthday. The campaign has occasionally resulted in the samples accidentally being sent to recipients outside of the demographic, such as a 50-year-old woman (exacerbated by the package containing the slogan «Welcome to Manhood»).^[154][155]

In 2019, Gillette and Twitch partnered to form the esports group Gillette Gaming Alliance, as well as the Bits for Blades campaign which gave Twitch Bits (the site’s digital currency) to those who purchased Gillette products online. The 2019 team had eleven streamers, each representing a different country,^[156] and the 2020 team had five streamers including DrLupo.^[157][158] During 2020–2021, Gillette enlisted NFL players Saquon Barkley, Ashtyn Davis, Jalen Hurts, Cole Kmet, and Tua Tagovailoa as brand ambassadors.^[159][160]

In science

In laser research and development, Gillette razor blades are used as a non-standard measurement as a rough estimate of a particular laser beam’s penetrative ability; a «four-Gillette laser», for example, can burn through four blades.^[161]

In music

Science isn’t the only unusual setting far removed from hygiene in which a Gillette razor blade has been used. It was used as a tool to achieve a certain sound by the English rock band The Kinks. Kinks member Dave Davies became «really bored with this guitar sound – or lack of an interesting sound» so he purchased «a little green amplifier …an Elpico» from a radio spares shop in Muswell Hill,^[162] and «twiddled around with it», including «taking the wires going to the speaker and putting a jack plug on there and plugging it straight into my AC30» (a larger amplifier), but did not get the sound he wanted until he got frustrated and «got a single-sided Gillette razorblade and cut round the cone [from the center to the edge] … so it was all shredded but still on there, still intact. I played and I thought it was amazing.»^[163] The sound was replicated in the studio by having the Elpico plugged into the Vox AC30. It was this sound, courtesy of a Gillette razor blade that became a mainstay on many of The Kinks early recordings, including «You Really Got Me» and «All Day and All of the Night».^[164]

Operations in Canada

In late 1988, Gillette announced plans to eliminate manufacturing operations in Montreal and Toronto. The Canadian unit’s executive offices remained in Montreal, with administrative, distribution, marketing, and sales operations continuing in both cities. Approximately 600 employees in Canada were laid off as part of the global restructure,^[165] which followed a $720 million share repurchase and sought to «rationalize worldwide production».^[166] As of 2005, Gillette was not producing products in Canada and employed approximately 200 people in Edmonton, Mississauga, and Montreal.^[167]

Notes

References

Bibliography

• McKibben, Gordon (1998). Cutting Edge: Gillette’s Journey to Global Leadership. Harvard Business School Press. ISBN 0875847250.
• Waits, Robert K. (2014). A Safety Razor Compendium: The Book. ISBN 978-1312293533.
• Gillette, King Camp (February 1918). «Origin of the Gillette Razor». The Gillette Blade. Boston: Gillette Safety Razor Company.

Further reading

• «King C. Gillette, The Man and His Wonderful Shaving Device» by Russell Adams (1978), published by Little Brown & Co. of Boston, Massachusetts, U.S.
• Rodriguez, Ginger G.; Salamie, David E.; Shepherd, Kenneth R. (2005) [previous versions of the article in the volume 3 and 20]. Grant, Tina (ed.). «The Gillette Company». International Directory of Company Histories. Farmington Hills, Michigan: St.James Press (Thomson Gale). 68: 171–76. ISBN 1558625437.

External links

• Official website
• Vintage Gillette Adjustable Double Edge Razors: A Reference website

Gillette

Product type	Safety razors, shaving supplies, personal care products
Owner	Procter & Gamble
Country	Boston, Massachusetts, U.S.
Introduced	September 28, 1901; 121 years ago[1]
Markets	Worldwide
Previous owners	The Gillette Company
Tagline	«The Best a Man Can Get» (1989–2019) «The Best Men Can Be» (since 2019)
Website	gillette.com

Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer.^[2]

Under the leadership of Colman M. Mockler Jr. as CEO from 1975 to 1991,^[3] the company was the target of multiple takeover attempts, from Ronald Perelman^[4] and Coniston Partners.^[3] In January 2005, Procter & Gamble announced plans to merge with the Gillette Company.^[5]

The Gillette Company’s assets were incorporated into a P&G unit known internally as «Global Gillette». In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble’s other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette’s brands and products were divided between the two accordingly. The Gillette R&D center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (known as «Gillette World Shaving Headquarters»), still exist as functional working locations under the Procter & Gamble-owned Gillette brand name.^[6] Gillette’s subsidiaries Braun and Oral-B, among others, have also been retained by P&G.

History

Inception and early years

The Gillette company and brand originate from the late 19th century when salesman and inventor King Camp Gillette came up with the idea of a safety razor that used disposable blades. Safety razors at the time were essentially short pieces of a straight razor clamped to a holder. The blade had to be stropped before each shave and after a time needed to be honed by a cutler.^[7] Gillette’s invention was inspired by his mentor at Crown Cork & Seal Company, William Painter, who had invented the Crown cork. Painter encouraged Gillette to come up with something that, like the Crown cork, could be thrown away once used.^[8][9]

While Gillette came up with the idea in 1895, developing the concept into a working model and drawings that could be submitted to the Patent Office took six years. Gillette had trouble finding anyone capable of developing a method to manufacture blades from thin sheet steel, but finally found William Emery Nickerson, an MIT graduate with a degree in chemistry. Gillette and other members of the project founded The American Safety Razor Company on September 28, 1901. The company had issues getting funding until Gillette’s old friend John Joyce invested the necessary amount for the company to begin manufacturing.^[10][8][9] Production began slowly in 1903, but the following year Nickerson succeeded in building a new blade grinding machine that had bottlenecked production. During its first year of operation, the company had sold 51 razors and 168 blades, but the second year saw sales rise to 90,884 razors and 123,648 blades. The company was renamed to the Gillette Safety Razor Company in 1904 and it quickly began to expand outside the United States. In 1905 the company opened a sales office in London and a blade manufacturing plant in Paris, and by 1906 Gillette had a blade plant in Canada, a sales operation in Mexico, and a European distribution network that sold in many nations, including Russia.^[8][11]

First World War and the 1920s

Due to its premium pricing strategy, the Gillette Safety Razor Company’s razor and blade unit sales grew at a modest pace from 1908 to 1916. Disposable razor blades still were not a true mass-market product, and barbershops and self-shaving with a straight razor were still popular methods of grooming. Among the general U.S. population, a two-day stubble was not uncommon. This changed once the United States declared war on the Central Powers in 1917; military regulations required every soldier to provide their own shaving kit, and Gillette’s compact kit with disposable blades outsold competitors whose razors required stropping. Gillette marketed their razor by designing a military-only case decorated with U.S. Army and Navy insignia and in 1917 the company sold 1.1 million razors.^[12]

In 1918, the U.S. military began issuing Gillette shaving kits to every U.S. serviceman. Gillette’s sales rose to 3.5 million razors and 32 million blades. As a consequence, millions of servicemen got accustomed to daily shaving using Gillette’s razor. After the war, Gillette utilized this in their domestic marketing and used advertising to reinforce the habit acquired during the war.^[12]

Gillette’s original razor patent was due to expire in November 1921 and to stay ahead of an upcoming competition, the company introduced the New Improved Gillette Safety Razor in spring 1921 and switched to the razor and blades pricing structure the company is known for today. While the New Improved razor was sold for $5 (equivalent to $76 in 2021) – the selling price of the previous razor – the original razor was renamed to the Old Type and sold in inexpensive packaging as «Brownies» for $1 (equivalent to $15 in 2021). While some Old Type models were still sold in various kinds of packaging for an average price of $3.50, the Brownie razors made a Gillette much more affordable for the average person and expanded the company’s blade market significantly. From 1917 to 1925, Gillette’s unit sales increased tenfold. The company also expanded its overseas operations right after the war by opening a manufacturing plant in Slough, near London, to build New Improved razors, and setting up dozens of offices and subsidiaries in Europe and other parts of the world.^[14]

Gillette experienced a setback at the end of the 1920s as its competitor AutoStrop sued for patent infringement. The case was settled out of court with Gillette agreeing to buy out AutoStrop for 310,000 non-voting shares. However, before the deal went through, it was revealed in an audit that Gillette had been overstating its sales and profits by $12 million over a five-year period and giving bonuses to its executives based on these numbers. AutoStrop still agreed to the buyout but instead demanded a large amount of preferred stock with voting rights. The merger was announced on October 16, 1930, and gave AutoStrop’s owner Henry Gaisman controlling interest in Gillette.^[15]

1930s and the Second World War

The Great Depression weakened Gillette’s position in the market significantly. The company had fallen behind its competitors in blade manufacturing technology in the 1920s and had let quality control slip while over-stretching its production equipment in order to hurry a new Kroman razor and blade to market in 1930. In 1932, Gillette apologized for the reduction in blade quality, withdrew the Kroman blade, and introduced the Blue Blade (initially called the Blue Super Blade) as its replacement.^[16] Other Gillette introductions during the Depression years were the Brushless Shaving Cream and an electric shaver that was soon discontinued due to modest sales.^[17]

In 1938 Gillette introduced the Thin Blade, which was cheaper and about half the weight of the Blue Blade, even though it cost almost as much to manufacture. The Thin Blade became more popular than the Blue Blade for several years during the Second World War due to high demand of low-cost products and the shortage of carbon steel.^[18] Beginning in 1939, Gillette began investing significant amounts on advertising in sports events after its advertising in the World Series increased sales more than double the company had expected.^[19] It eventually sponsored a radio program, the Gillette Cavalcade of Sports, which would move to television as well as that medium expanded in the late 1940s.^[20] While the Cavalcade aired many of the notable sporting events of the time (the Kentucky Derby, college football bowl games, and baseball, amongst others) it became most famous for its professional boxing broadcasts.

Though competition hit Gillette hard in the domestic market during the Great Depression, overseas operations helped keep the company afloat. In 1935 more than half of Gillette’s earnings came from foreign operations and in 1938 – the worst of the Depression years for Gillette, with a mere 18 percent market share – nearly all of the company’s $2.9 million earnings came from outside the United States. AutoStrop’s Brazilian factory allowed Gillette to start expanding into the Latin America. In England the Gillette and AutoStrop operations were combined under the Gillette name, where the company built a new blade manufacturing plant in London. In 1937, Gillette’s Berlin factory produced 40 percent of Germany’s 900 million blades and retained a 65 to 75 percent share of the German blade market.^[21]

The Second World War reduced Gillette’s blade production both domestically and internationally. As a result of the war, many markets were closed off, German and Japanese forces expropriated the company’s plants and property, and Gillette’s plants in Boston and London were partially converted for weapons production. In 1942, the War Production Board ordered Gillette to dedicate its entire razor production and most blade production to the U.S. military. By the end of the war, servicemen had been issued 12.5 million razors and 1.5 billion blades. Gillette also assisted the U.S. Army in military intelligence by producing copies of German razor blades for secret agents venturing behind German lines so that their identities wouldn’t be compromised by their shaving equipment. The company also manufactured razors that concealed money and escape maps in their handles, and magnetic double-edge blades that prisoners of war could use as a compass.^[22]

Recovery from the war and diversification

During the post-war years, Gillette began to quickly ramp up production by modernizing its major manufacturing plants in the United States and England, expanding the capacity of several foreign plants, and re-opening plants closed during the war. The company opened a new plant in Switzerland and began manufacturing blades in Mexico City. Sales rose to $50 million in 1946 and in 1947 Gillette sold a billion blades. By 1950, Gillette’s share of the U.S. blade market had climbed to 50 percent.^[23] During the 1950s, the company updated and in some cases moved some of its older European factories: the Paris factory, for example, was moved to Annecy.^[24]

In 1947 Gillette introduced the Gillette Super Speed razor and along with it the Speed-pak blade dispenser the company had developed during the war. The dispenser allowed the blade to be slid out of the dispenser into the razor without danger of touching the sharp edge. It also had a compartment for holding used blades.^[25][26]

In 1948 Gillette bought the home permanent kit manufacturer The Toni Company^[27] and later expanded into other feminine products such as shampoos and hair sprays. In 1955 the company bought the ballpoint pen manufacturer Paper Mate^[25][28] and in 1960 they introduced Right Guard aerosol deodorant. Gillette bought the disposable hospital supplies manufacturer Sterilon Corporation in 1962.^[29]

Television advertising played a big part in Gillette’s post-war growth in the United States. The company began TV advertising in 1944 and in 1950 it spent $6 million to acquire exclusive sponsorship rights to the World Series for six years. By the mid-1950s, 85 percent of Gillette’s advertising budget was used for television advertising. The company also advertised the Toni product line by sponsoring the TV show Arthur Godfrey and His Friends and the 1958 Miss America contest and its winner.^[30][31]

Although Gillette’s immediate priority after the war was satisfying U.S. demand and later diversifying its domestic business, the company pursued expansion in foreign markets that showed potential for growth, such as Latin America and Asia. However, the Cold War restricted Gillette’s operations in many parts of the world and closed entire markets the company would have otherwise entered in Russia, China, Eastern Europe, Near East, Cuba, and parts of Asia. More and more countries demanded local ownership for foreign enterprise in exchange for continued operation or entry into their markets. Outside the U.S. and European markets, Gillette spent time and money building manufacturing facilities and distribution networks in anticipation that the markets would eventually be opened up and nationalistic restrictions lifted. Some of Gillette’s joint ventures included a 40 percent Gillette 60 percent Malaysian mini-plant operation that began production in 1970, and an Iranian manufacturing plant with 51 percent government ownership. The Iran plant was one of Gillette’s largest and most modern factories until the Iranian Revolution of 1979 when Ayatollah Khomeini rose into power and American businesses were targeted as enemies of the new government, forcing Gillette to abandon the operation and withdraw from the country.^[32]

Super Blue and the Wilkinson shock

In 1960, Gillette introduced the Super Blue blade, the company’s first coated blade, and the first significantly improved razor blade since the Blue Blade of the 1930s. The new blade was coated with silicone and in Gillette’s laboratory testing produced much more comfortable and close shaves by reducing the blade’s adhesion to whiskers. Super Blue was a success and sold more than the Blue Blade and Thin Blade combined. By the end of 1961, Gillette’s double edge blade market share had risen to 90 percent and the company held a total razor blade market share of 70 percent.^[33]

In 1962, roughly two years after the introduction of the Super Blue blade, Wilkinson Sword introduced the world’s first razor blade made from stainless steel. According to users, the blade stayed sharp about three times longer than the best carbon steel blades – including Gillette’s. Wilkinson’s introduction took Gillette by surprise and the company struggled to respond as its smaller rivals, Schick and the American Safety Razor Company, came out with their own stainless steel blade. However, during the development of the silicon coating for the Super Blue blade, Gillette had also discovered the method of producing coated stainless steel blades that Wilkinson Sword was using and managed to patent it before Wilkinson did. The English company was forced to pay royalty to Gillette for each blade it sold.^[34]

Gillette hesitated in bringing its own stainless steel blades to market as Super Blue had been a huge success and replacing it with a longer-lasting blade would have reduced profits. The company eventually brought the Gillette Stainless blade to the market in August 1963, about a year after Wilkinson’s stainless blades. As a result of the affair, Gillette’s share of the double-edge blade market dropped from 90 percent to about 70 percent.^[34]

Two years after the introduction of the Gillette Stainless blades, the company brought out the Super Stainless blades – known in Europe as Super Silver – that were made from an improved steel alloy. Gillette also introduced the Techmatic, a new type of razor that used a continuous spool of stainless blade housed in a plastic cartridge.^[35][36]

The success of the coated Super Blue blades marked the start of a period when chemistry became as important as metallurgy in Gillette’s blade manufacturing. The Super Blue’s coating was a result of teamwork between the Gillette’s British and American scientists.^[37] As a result of the Wilkinson ordeal, Gillette’s then-chairman Carl Gilbert increased the company’s spending on research and development facilities in the U.S., championed the building of a research facility in Rockville, Maryland, and encouraged further expansion of R&D activities in England.^[38]

Trac II: The move to cartridge razors

The development of Gillette’s first twin-blade razor began in early 1964 in the company’s Reading laboratories in England when a new employee, Norman C. Welsh, experimented with tandem blades and discovered what he called the «hysteresis effect»; a blade pulling the whisker out of the hair follicle before cutting it, and enabling a second blade to cut the whisker even shorter before it retracted back into the follicle. For six years afterwards, Welsh and his colleagues worked on a means of utilizing the hysteresis effect, almost exclusively concentrating on what would later be known as the Atra twin-blade system. The Atra razor featured two blades set in a plastic cartridge with edges that faced each other. Using the razor required the user to move it in an up-and-down scrubbing motion, and whiskers were cut on both the up and down strokes. Another twin-blade system with blades set in tandem, codenamed «Rex», also existed, but it had too many technical problems and was behind Atra in development.^[39]

In consumer tests, the Atra razor had outperformed existing razor systems, but Gillette’s marketing executives feared the razor would meet resistance among shavers due to the unfamiliar scrubbing motion required to use it. Even though the Atra project was so far along in mid-1970 that packaging and production machinery was nearly ready for a full market introduction, Gillette decided to start a development drive to finish Rex instead as it did not require learning a new way to shave. The project succeeded, Atra was abandoned, and Gillette announced the first twin-blade razor – now renamed to Trac II – in the fall of 1971. The Trac II captured the premium shaving market and came out in time to counter Wilkinson Sword’s Bonded Blade system that utilized single-blade cartridges.^[40]

The challenge of disposables

In 1974, the French Société Bic introduced the world’s first disposable razor. The razor was first brought to the market in Greece, where it sold well, after which it was introduced to Italy and many other European countries. Gillette hurried to develop their own disposable before Bic could bring their razor to the United States. Gillette designed a single-blade razor similar to Bic’s but soon abandoned the concept in favor of a razor that was essentially a Trac II cartridge molded into a blue plastic handle. Gillette introduced this disposable as the Good News in 1976, about a year before Bic’s razor reached the United States, and managed to establish market leadership once Bic and other competitors came to market. Good News was released under various names in Europe and was equally and sometimes even more successful than Bic’s razor. Gillette quickly brought its razor to markets Bic hadn’t yet reached, such as Latin America where the razor was known as Prestobarba.^[41]

In Latin America, Gillette used a so-called cannibalization strategy by selling the razor in several market segments: along with the heavily advertised Prestobarba, the razor was also sold under different names – such as Permasharp II in Mexico and Probak II in Brazil – and sold for at least 10 to 15 percent less. The less expensive variants were differentiated from the blue Prestobarba by manufacturing them from yellow plastic with handle less ergonomically comfortable, and in addition, they were not advertised or eventually has negative marketing^[42] aimed at promoting the sale of the most profitable products in Gillette’s razors line. The strategy was successful and later market arrivals were unable to gain a major foothold. Once the approach proved to be a successful one, Gillette’s subsidiaries in Russia, Poland, and multiple Asian and Near Eastern markets began utilizing the same strategy.^[43]

While Gillette managed to retain market leadership against Bic and other competitors, the popularity of disposable razors, their higher production cost compared to cartridges, and price competition eroded the company’s profits. Gillette had at first hoped that disposables would take no more than 10 percent of the total razor and blades market, but by 1980, disposables accounted for more than 27 percent of the world shaving market in terms of unit sales, and 22 percent of total revenue.^[44][45] John W. Symons began steering Gillette into a different direction after becoming the director of Gillette’s European Sales Group in 1979. Despite Gillette’s strong sales and a large share of the European razor and blades market – 70 percent, which was higher than in the United States – cash flow was declining. In Symons’s view, the issue was Gillette’s attempt to compete with Bic in the disposables market, which was eating into the sales of its more profitable cartridge razors. Symons reduced the marketing budget of disposables in Europe and hired the advertising agency BBDO’s London branch to create an ad campaign to make Gillette’s blade and razor systems – such as Contour – more desirable in the eyes of men. The new marketing strategy, combined with cutting costs and centralizing production increased profits. In 1985, Gillette’s profits in the European market were $96 million, while two years previously they were $77 million.^[46]

In 1980, Gillette introduced Atra – known in Europe as Contour – a twin-blade razor with a pivoting head. The razor became a best-seller in the United States during its first year and eventually became a market leader in Europe.^[47]

Acquisitions and takeover attempts

In 1984, Gillette agreed to acquire Oral-B Laboratories from dental care company Cooper Laboratories for $188.5 million in cash.^[48] Revlon Group’s Ronald Perelman offered to purchase 86.1 percent of Gillette for $3.8 billion in 1986, valuing the company at $4.1 billion.^[49] Gillette also bought back Revlon’s stake in the company for $558 million.^[50] Revlon made two additional unsolicited requests to purchase Gillette for $4.66 billion and $5.4 billion in June and August 1987, respectively, both of which were rejected by Gillette’s board of directors.^[51][52][53]

In 1988, Coniston Partners acquired approximately 6 percent of Gillette.^[54] Hoping to acquire four directors’ seats and pressure Gillette to sell, Coniston forced a proxy vote in April. The companies filed suits against one another, resulting in a settlement in August. Gillette repurchased approximately 16 million shares for $720 million and Coniston agreed not to purchase many Gillette shares, participate in proxy contests, or otherwise seek control of the company for three years.^[55][56]

In 1989, Warren Buffett’s Berkshire Hathaway purchased $600 million worth of Gillette convertible preferred shares. Buffett filled a vacant seat on the company’s board and agreed not to sell his stake «except in a change of control or if insurance regulators force a sale of the stock in the event Gillette’s financial condition falters», reducing the chances of a takeover.^[57] During late 1989 and early 1990, Gillette launched the new product Sensor with a $175 million marketing campaign in 19 countries in North America and Western Europe.^[58][59]

Early to mid-1990s

In 1990, Gillette attempted to purchase Wilkinson Sword’s U.S. and non-European operations. The Department of Justice prevented the sale of Wilkinson’s U.S. assets to prevent a significant reduction in competition by eliminating one of the top four blade suppliers when Gillette already controlled approximately half of the nation’s razor market.^[60][61] Gillette launched the Series line of men’s grooming products, including scented shaving gels, deodorants, and skin-care items, in 1992.^[62][63] The company’s SensorExcel launched in Europe and Canada in 1993,^[64] followed by the United Kingdom and United States in 1994.^[65] In 1996, Gillette launched several new products for women and teenage boys, including the SensorExcel for Women, a moisturizer, a shaving gel, and a body spray.^[66]

Beginning of the Razor Wars

The company launched the new shaving system Gillette Mach3 in 1998, challenging the twin-blade system which dominated the market by introducing a third blade. Gillette promoted the product, which took five years to develop and was protected by 35 patents, with a $300 million marketing campaign.^[67][68] The Mach3 and replacement cartridges cost 35 percent more than the SensorExcel razor.^[69] By 1999, Gillette was worth US$43 billion, and the brand value of Gillette was estimated to be worth US$16 billion. This equated to 37% of the company’s value.^[70] In 2000, Gillette’s board fired CEO Michael Hawley; he was replaced by former Nabisco CEO James M. Kilts in early 2001.^[71][72] In 2003, Schick-Wilkinson Sword introduced the Quattro, a four-blade shaving system, increasing the company’s market share to 17 percent. Gillette claimed the Quattro infringed on the Mach3 patents.^[73] Gillette’s efforts were unsuccessful, but the company maintained approximately two-thirds of the global wet-razor market as of mid-2005.^[74]

Procter & Gamble acquisition to present

In 2005, Procter & Gamble announced plans to acquire Gillette for more than $50 billion, which would position P&G as the world’s largest consumer products company.^[75] The deal was approved by the Federal Trade Commission.^[76][77] Gillette introduced the world’s first 5-blade razor, called the Fusion, during 2005–2006, marking the company’s first launch after the P&G acquisition.^[78] By 2010, the Fusion was the world’s highest selling blade and razor brand, reaching $1 billion in annual sales faster than any prior P&G product.^[79] Gillette’s Fusion ProSeries skincare line, launched in 2010, included a thermal facial scrub, a face wash, a lotion, and a moisturizer with sunscreen.^[80][81] The Gillette Fusion ProGlide Styler for facial hair grooming was introduced in 2012, with André 3000, Gael García Bernal, and Adrien Brody serving as brand ambassadors.^[82][83]

In 2015, the company launched a subscription service called Gillette Shave Club^{[note 1]} and later filed a lawsuit against Dollar Shave Club for patent infringement.^[86][87] The Dollar Shave Club lawsuit was criticized for revealing flaws in Gillette’s own patents^[88] and as a perceived attempt to drive away an upstart competitor; the lawsuit was dropped two months later after Dollar Shave Club filed a countersuit.^[89]

In 2019, the company partnered with TerraCycle to create a U.S. recycling program for blades, razors, and packaging for any brand.^[90] In 2020, Gillette announced a commitment to reduce the use of virgin (unrecycled) plastics by 50 percent by 2030 and maintain zero waste to landfill status across all plants.^[91]

Product history

Double-edged safety razors

The first safety razor using the new disposable blade went on sale in 1903.^[6] Gillette maintained a limited range of models of this new type razor until 1921 when the original Gillette patent expired.^[2] In anticipation of the event, Gillette introduced a redesigned razor and offered it at a variety of prices in different cases and finishes, including the long-running “aristocrat». Gillette continued to sell the original razor but instead of pricing it at $5, it was priced at $1, making a Gillette razor truly affordable to every man regardless of economic class. In 1932 the Gillette Blue Blade, so-named because it was dipped in blue lacquer, was introduced. It became one of the most recognizable blades in the world. In 1934 the «twist to open» (TTO) design was instituted, which featured butterfly-like doors that made blade changing much easier than it had been, wherein the razor head had to be detached from the handle.

Razor handles continued to advance to allow consumers to achieve a closer shave. In 1947, the new (TTO) model, the «Super Speed», was introduced. This was updated in 1955, with different versions being produced to shave more closely – the degree of closeness being marked by the color of the handle tip.

In 1955, the first adjustable razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1988.^[92]

The Super Speed razor was again redesigned in 1966 and given a black resin coated metal handle. It remained in production until 1988. A companion model the, «Knack», with a longer plastic handle, was produced from 1966 to 1975. In Europe, the Knack was sold as «Slim Twist» and «G2000» from 1978 to 1988, a later version known as «G1000» was made in England and available until 1998. A modern version of the Tech, with a plastic thin handle, is still produced and sold in several countries under the names 7 O’clock, Gillette, Nacet, Minora, Rubie, and Economica.

Discontinued products

• Techmatic was a single blade razor introduced in the mid-1960s. It featured a disposable cartridge with a razor band which was advanced by means of a lever. This exposed an unused portion of the band and was the equivalent of five blades. This product line also included the Adjustable Techmatic.
• Trac II was the world’s first two-blade razor, debuting in 1971.^[93] Gillette claimed that the second blade cut the number of strokes required and reduced facial irritation. This product line also included the Trac II Plus.
• Atra (known as the Contour, Slalom, Vector in some markets) was introduced in 1977^[2] and was the first razor to feature a pivoting head, which Gillette claimed made it easier for men to shave their necks. This product line also included the Atra Plus, which featured a lubricating strip, dubbed Lubra-Soft.
• Good News! was the first disposable, double-blade razor, released in 1976.^[94][95] Varieties included the «Original», the «Good News! Plus», and the «Good News! Pivot Plus».
• Custom Plus was a series of disposable razors that came in many varieties: the «Fixed Disposable razor», the «Pivot Disposable razor», the «Custom Plus 3 Sensitive Disposable», and the «Custom Plus 3 Soothing Disposable». Fusion Power Phenom was released in February 2008. It had a blue and silver color scheme.^[96] Other discontinued variants include the Fusion Power Gamer.
• Body was a 3 blade razor in care of the man’s body introduced in 2014. However, the Gillette Body was discontinued in 2018.

Current products

• Gillette Sensor debuted in 1990,^[97] and was the first razor to have spring-loaded blades. Gillette claimed the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave.^[98] This product line also includes the Sensor Excel,^[99] the Sensor 3, and the Sensor 3 Cool.^[100][101]
• Blue II is a line of disposable razors, rebranding the old brand Good News!. In Latin America, it was marketed as the Prestobarba. Another product in the line is the Blue 3, a line of three-blade disposable razors, cheaper than Sensor 3.
• Mach3 – the first three-blade razor, introduced in 1998,^[102] which Gillette claims reduces irritation and requires fewer strokes. In 2016,^[103] P&G upgraded the Gillette Mach3 razor: This product comes in disposable, sensitive and «turbo» variants as well.^[104][105]
• Venus is a division of razors for women created in 2000. Products include Venus Divine, Venus Vibrance, Venus Embrace, Venus Breeze, Venus Spa Breeze and Venus ProSkin Moisture Rich.
• Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the front and a single sixth blade on the rear for precision trimming.^[106][107] Its marketing campaign was fronted by the sports stars Roger Federer, Thierry Henry, and Tiger Woods.^[108][109] Razors in this product line include Fusion Power, Fusion ProGlide Shield, Fusion ProGlide, Fusion ProGlide Power,^[110] and Fusion ProGlide with FlexBall Technology.^[96][111] The ProGlide FlexBall has a handle that allows the razor cartridge to pivot.^[112]
• Gillette All-Purpose Styler, released in 2012, is a waterproof beard trimmer that can cut four different lengths.^[113]
• Treo is the first razor designed for caregivers to shave seniors and people with disabilities, was introduced in 2017.^[114] The product was named one of the best inventions of 2018 by Time,^[115] and later exhibited at the Consumer Electronics Show (CES) in 2020.^[116][117]
• SkinGuard is a razor designed for people with sensitive skin, introduced during 2018–2019.^[118]
• In 2019, the company launched the first heated razor, mimicking a hot towel shave.^[119] The prototype was showcased at CES and later named one of the best inventions of 2019 by Time.^[120] The heated razor received mixed reviews, with reviewers, including professional barbers, describing the design as flawed and the $200 price tag as overpriced.^[121][122]
• King C. Gillette Beard Care Line came out in May 2020 named for the company’s founder and offers beard care products including a Complete Men’s Beard Kit, a double-sided safety razor, shave gel, beard and face wash, balm and oil.^[123]
• Planet KIND Skincare Line launched in February 2021 as a new sustainable shaving and skincare brand, featuring a razor, shave cream, moisturizer and face wash. The razor is constructed from 60 percent recycled plastic and refills are designed with five blades that can each be used for up to a month. Planet KIND partnered with recycling company TerraCycle to design a program through which you can recycle the razor and blades.^[124]

• 

  Gillette Blue II razor, circa 2007

• 

  Gillette Mach3 razor, circa 2015

• 

  Gillette Fusion ProGlide Power

Criticism and controversy

The desire to release ever more expensive products, each claiming to be the «best ever», has led Gillette to make disputed claims for its products. In 2005, an injunction was brought by rival Wilkinson Sword which was granted by the Connecticut District Court which determined that Gillette’s claims were both «unsubstantiated and inaccurate» and that the product demonstrations in Gillette’s advertising were «greatly exaggerated» and «literally false». While advertising in the United States had to be rewritten, the court’s ruling does not apply in other countries.^[125]

Procter & Gamble (P&G) shaving products have been under investigation by the UK Office of Fair Trading as part of an inquiry into alleged collusion between manufacturers and retailers in setting prices.

Gillette was fined by Autorité de la concurrence in France in 2016 for price fixing on personal hygiene products.^[126]

In January 2019, Gillette began a new marketing campaign, «The Best Men Can Be», to mark the 30th anniversary of the «Best a Man Can Get» slogan. The campaign was introduced with a long-form commercial entitled «We Believe», and aims to promote positive values among men – condemning acts of bullying, sexism, sexual assault, and toxic masculinity. While the campaign received praise for its acknowledgement of current social movements and for promoting positive values of masculinity, it also faced a negative response – including from right-wing critics^[127] – being called left-wing propaganda, accusatory towards its customers, and misandrist and there were calls for boycotts of Gillette.^{[128][129][130][131][132]}

In June 2019, P&G wrote-down Gillette business by $8 billion, a move which company executives attributed to currency exchange, new competitors in the market, and increased popularity of growing beards. Share prices increased following the write-down.^[133]

Marketing

Gillette first introduced its long-time slogan, «The Best a Man Can Get», during a commercial first aired during Super Bowl XXIII in 1989.^[131]

The company has sponsored Major League Baseball (MLB),^[134] the 2010 Gillette Fusion ProGlide 500, and the Olympic Games,^[135][136] and has naming rights to Gillette Stadium in Foxborough, Massachusetts, home venue for the National Football League’s New England Patriots.^[137][138] Athletes such as Roger Federer,^[139] Tiger Woods,^[140] Shoaib Malik,^[141] Derek Jeter,^[142] Thierry Henry,^[143] Kenan Sofuoğlu,^[144] Park Ji-sung,^[145] Rahul Dravid,^[146] Raheem Sterling,^[147] Karl-Anthony Towns,^[148] and Michael Clarke have been sponsored by the company,^[149] as well as video gaming personality Dr Disrespect.^[150]

In November 2009, Gillette became the subject of a proposed boycott in Ireland due to its endorsement by French soccer player Thierry Henry; his undetected handball foul during a FIFA World Cup qualifying match contributed to a game-winning goal by France, eliminating Ireland from contention.^[151] The following month, expanding upon the controversy, media outlets observed a «curse» associated with top athletes who endorse Gillette, also citing Tiger Woods (who became the subject of an infidelity scandal in late-2009), and Roger Federer losing in an upset to Nikolay Davydenko during the 2009 ATP World Tour Finals.^[152]

Since its opening in 2002, Gillette has held naming rights to Gillette Stadium in nearby Foxborough, home of the New England Patriots of the National Football League. The original agreement lasted through 2017; in 2010, P&G negotiated a 15-year extension, lasting through 2031.^[153]

Since the 1990s, the company has used a marketing list to send a free sample of a Gillette razor in promotional packages to men in celebration of their 18th birthday. The campaign has occasionally resulted in the samples accidentally being sent to recipients outside of the demographic, such as a 50-year-old woman (exacerbated by the package containing the slogan «Welcome to Manhood»).^[154][155]

In 2019, Gillette and Twitch partnered to form the esports group Gillette Gaming Alliance, as well as the Bits for Blades campaign which gave Twitch Bits (the site’s digital currency) to those who purchased Gillette products online. The 2019 team had eleven streamers, each representing a different country,^[156] and the 2020 team had five streamers including DrLupo.^[157][158] During 2020–2021, Gillette enlisted NFL players Saquon Barkley, Ashtyn Davis, Jalen Hurts, Cole Kmet, and Tua Tagovailoa as brand ambassadors.^[159][160]

In science

In laser research and development, Gillette razor blades are used as a non-standard measurement as a rough estimate of a particular laser beam’s penetrative ability; a «four-Gillette laser», for example, can burn through four blades.^[161]

In music

Science isn’t the only unusual setting far removed from hygiene in which a Gillette razor blade has been used. It was used as a tool to achieve a certain sound by the English rock band The Kinks. Kinks member Dave Davies became «really bored with this guitar sound – or lack of an interesting sound» so he purchased «a little green amplifier …an Elpico» from a radio spares shop in Muswell Hill,^[162] and «twiddled around with it», including «taking the wires going to the speaker and putting a jack plug on there and plugging it straight into my AC30» (a larger amplifier), but did not get the sound he wanted until he got frustrated and «got a single-sided Gillette razorblade and cut round the cone [from the center to the edge] … so it was all shredded but still on there, still intact. I played and I thought it was amazing.»^[163] The sound was replicated in the studio by having the Elpico plugged into the Vox AC30. It was this sound, courtesy of a Gillette razor blade that became a mainstay on many of The Kinks early recordings, including «You Really Got Me» and «All Day and All of the Night».^[164]

Operations in Canada

In late 1988, Gillette announced plans to eliminate manufacturing operations in Montreal and Toronto. The Canadian unit’s executive offices remained in Montreal, with administrative, distribution, marketing, and sales operations continuing in both cities. Approximately 600 employees in Canada were laid off as part of the global restructure,^[165] which followed a $720 million share repurchase and sought to «rationalize worldwide production».^[166] As of 2005, Gillette was not producing products in Canada and employed approximately 200 people in Edmonton, Mississauga, and Montreal.^[167]

Notes

References

Bibliography

• McKibben, Gordon (1998). Cutting Edge: Gillette’s Journey to Global Leadership. Harvard Business School Press. ISBN 0875847250.
• Waits, Robert K. (2014). A Safety Razor Compendium: The Book. ISBN 978-1312293533.
• Gillette, King Camp (February 1918). «Origin of the Gillette Razor». The Gillette Blade. Boston: Gillette Safety Razor Company.

Further reading

• «King C. Gillette, The Man and His Wonderful Shaving Device» by Russell Adams (1978), published by Little Brown & Co. of Boston, Massachusetts, U.S.
• Rodriguez, Ginger G.; Salamie, David E.; Shepherd, Kenneth R. (2005) [previous versions of the article in the volume 3 and 20]. Grant, Tina (ed.). «The Gillette Company». International Directory of Company Histories. Farmington Hills, Michigan: St.James Press (Thomson Gale). 68: 171–76. ISBN 1558625437.

External links

• Official website
• Vintage Gillette Adjustable Double Edge Razors: A Reference website

Gillette

Product type	Safety razors, shaving supplies, personal care products
Owner	Procter & Gamble
Country	Boston, Massachusetts, U.S.
Introduced	September 28, 1901; 121 years ago[1]
Markets	Worldwide
Previous owners	The Gillette Company
Tagline	«The Best a Man Can Get» (1989–2019) «The Best Men Can Be» (since 2019)
Website	gillette.com

Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer.^[2]

Under the leadership of Colman M. Mockler Jr. as CEO from 1975 to 1991,^[3] the company was the target of multiple takeover attempts, from Ronald Perelman^[4] and Coniston Partners.^[3] In January 2005, Procter & Gamble announced plans to merge with the Gillette Company.^[5]

The Gillette Company’s assets were incorporated into a P&G unit known internally as «Global Gillette». In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble’s other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette’s brands and products were divided between the two accordingly. The Gillette R&D center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (known as «Gillette World Shaving Headquarters»), still exist as functional working locations under the Procter & Gamble-owned Gillette brand name.^[6] Gillette’s subsidiaries Braun and Oral-B, among others, have also been retained by P&G.

History

Inception and early years

The Gillette company and brand originate from the late 19th century when salesman and inventor King Camp Gillette came up with the idea of a safety razor that used disposable blades. Safety razors at the time were essentially short pieces of a straight razor clamped to a holder. The blade had to be stropped before each shave and after a time needed to be honed by a cutler.^[7] Gillette’s invention was inspired by his mentor at Crown Cork & Seal Company, William Painter, who had invented the Crown cork. Painter encouraged Gillette to come up with something that, like the Crown cork, could be thrown away once used.^[8][9]

While Gillette came up with the idea in 1895, developing the concept into a working model and drawings that could be submitted to the Patent Office took six years. Gillette had trouble finding anyone capable of developing a method to manufacture blades from thin sheet steel, but finally found William Emery Nickerson, an MIT graduate with a degree in chemistry. Gillette and other members of the project founded The American Safety Razor Company on September 28, 1901. The company had issues getting funding until Gillette’s old friend John Joyce invested the necessary amount for the company to begin manufacturing.^[10][8][9] Production began slowly in 1903, but the following year Nickerson succeeded in building a new blade grinding machine that had bottlenecked production. During its first year of operation, the company had sold 51 razors and 168 blades, but the second year saw sales rise to 90,884 razors and 123,648 blades. The company was renamed to the Gillette Safety Razor Company in 1904 and it quickly began to expand outside the United States. In 1905 the company opened a sales office in London and a blade manufacturing plant in Paris, and by 1906 Gillette had a blade plant in Canada, a sales operation in Mexico, and a European distribution network that sold in many nations, including Russia.^[8][11]

First World War and the 1920s

Due to its premium pricing strategy, the Gillette Safety Razor Company’s razor and blade unit sales grew at a modest pace from 1908 to 1916. Disposable razor blades still were not a true mass-market product, and barbershops and self-shaving with a straight razor were still popular methods of grooming. Among the general U.S. population, a two-day stubble was not uncommon. This changed once the United States declared war on the Central Powers in 1917; military regulations required every soldier to provide their own shaving kit, and Gillette’s compact kit with disposable blades outsold competitors whose razors required stropping. Gillette marketed their razor by designing a military-only case decorated with U.S. Army and Navy insignia and in 1917 the company sold 1.1 million razors.^[12]

In 1918, the U.S. military began issuing Gillette shaving kits to every U.S. serviceman. Gillette’s sales rose to 3.5 million razors and 32 million blades. As a consequence, millions of servicemen got accustomed to daily shaving using Gillette’s razor. After the war, Gillette utilized this in their domestic marketing and used advertising to reinforce the habit acquired during the war.^[12]

Gillette’s original razor patent was due to expire in November 1921 and to stay ahead of an upcoming competition, the company introduced the New Improved Gillette Safety Razor in spring 1921 and switched to the razor and blades pricing structure the company is known for today. While the New Improved razor was sold for $5 (equivalent to $76 in 2021) – the selling price of the previous razor – the original razor was renamed to the Old Type and sold in inexpensive packaging as «Brownies» for $1 (equivalent to $15 in 2021). While some Old Type models were still sold in various kinds of packaging for an average price of $3.50, the Brownie razors made a Gillette much more affordable for the average person and expanded the company’s blade market significantly. From 1917 to 1925, Gillette’s unit sales increased tenfold. The company also expanded its overseas operations right after the war by opening a manufacturing plant in Slough, near London, to build New Improved razors, and setting up dozens of offices and subsidiaries in Europe and other parts of the world.^[14]

Gillette experienced a setback at the end of the 1920s as its competitor AutoStrop sued for patent infringement. The case was settled out of court with Gillette agreeing to buy out AutoStrop for 310,000 non-voting shares. However, before the deal went through, it was revealed in an audit that Gillette had been overstating its sales and profits by $12 million over a five-year period and giving bonuses to its executives based on these numbers. AutoStrop still agreed to the buyout but instead demanded a large amount of preferred stock with voting rights. The merger was announced on October 16, 1930, and gave AutoStrop’s owner Henry Gaisman controlling interest in Gillette.^[15]

1930s and the Second World War

The Great Depression weakened Gillette’s position in the market significantly. The company had fallen behind its competitors in blade manufacturing technology in the 1920s and had let quality control slip while over-stretching its production equipment in order to hurry a new Kroman razor and blade to market in 1930. In 1932, Gillette apologized for the reduction in blade quality, withdrew the Kroman blade, and introduced the Blue Blade (initially called the Blue Super Blade) as its replacement.^[16] Other Gillette introductions during the Depression years were the Brushless Shaving Cream and an electric shaver that was soon discontinued due to modest sales.^[17]

In 1938 Gillette introduced the Thin Blade, which was cheaper and about half the weight of the Blue Blade, even though it cost almost as much to manufacture. The Thin Blade became more popular than the Blue Blade for several years during the Second World War due to high demand of low-cost products and the shortage of carbon steel.^[18] Beginning in 1939, Gillette began investing significant amounts on advertising in sports events after its advertising in the World Series increased sales more than double the company had expected.^[19] It eventually sponsored a radio program, the Gillette Cavalcade of Sports, which would move to television as well as that medium expanded in the late 1940s.^[20] While the Cavalcade aired many of the notable sporting events of the time (the Kentucky Derby, college football bowl games, and baseball, amongst others) it became most famous for its professional boxing broadcasts.

Though competition hit Gillette hard in the domestic market during the Great Depression, overseas operations helped keep the company afloat. In 1935 more than half of Gillette’s earnings came from foreign operations and in 1938 – the worst of the Depression years for Gillette, with a mere 18 percent market share – nearly all of the company’s $2.9 million earnings came from outside the United States. AutoStrop’s Brazilian factory allowed Gillette to start expanding into the Latin America. In England the Gillette and AutoStrop operations were combined under the Gillette name, where the company built a new blade manufacturing plant in London. In 1937, Gillette’s Berlin factory produced 40 percent of Germany’s 900 million blades and retained a 65 to 75 percent share of the German blade market.^[21]

The Second World War reduced Gillette’s blade production both domestically and internationally. As a result of the war, many markets were closed off, German and Japanese forces expropriated the company’s plants and property, and Gillette’s plants in Boston and London were partially converted for weapons production. In 1942, the War Production Board ordered Gillette to dedicate its entire razor production and most blade production to the U.S. military. By the end of the war, servicemen had been issued 12.5 million razors and 1.5 billion blades. Gillette also assisted the U.S. Army in military intelligence by producing copies of German razor blades for secret agents venturing behind German lines so that their identities wouldn’t be compromised by their shaving equipment. The company also manufactured razors that concealed money and escape maps in their handles, and magnetic double-edge blades that prisoners of war could use as a compass.^[22]

Recovery from the war and diversification

During the post-war years, Gillette began to quickly ramp up production by modernizing its major manufacturing plants in the United States and England, expanding the capacity of several foreign plants, and re-opening plants closed during the war. The company opened a new plant in Switzerland and began manufacturing blades in Mexico City. Sales rose to $50 million in 1946 and in 1947 Gillette sold a billion blades. By 1950, Gillette’s share of the U.S. blade market had climbed to 50 percent.^[23] During the 1950s, the company updated and in some cases moved some of its older European factories: the Paris factory, for example, was moved to Annecy.^[24]

In 1947 Gillette introduced the Gillette Super Speed razor and along with it the Speed-pak blade dispenser the company had developed during the war. The dispenser allowed the blade to be slid out of the dispenser into the razor without danger of touching the sharp edge. It also had a compartment for holding used blades.^[25][26]

In 1948 Gillette bought the home permanent kit manufacturer The Toni Company^[27] and later expanded into other feminine products such as shampoos and hair sprays. In 1955 the company bought the ballpoint pen manufacturer Paper Mate^[25][28] and in 1960 they introduced Right Guard aerosol deodorant. Gillette bought the disposable hospital supplies manufacturer Sterilon Corporation in 1962.^[29]

Television advertising played a big part in Gillette’s post-war growth in the United States. The company began TV advertising in 1944 and in 1950 it spent $6 million to acquire exclusive sponsorship rights to the World Series for six years. By the mid-1950s, 85 percent of Gillette’s advertising budget was used for television advertising. The company also advertised the Toni product line by sponsoring the TV show Arthur Godfrey and His Friends and the 1958 Miss America contest and its winner.^[30][31]

Although Gillette’s immediate priority after the war was satisfying U.S. demand and later diversifying its domestic business, the company pursued expansion in foreign markets that showed potential for growth, such as Latin America and Asia. However, the Cold War restricted Gillette’s operations in many parts of the world and closed entire markets the company would have otherwise entered in Russia, China, Eastern Europe, Near East, Cuba, and parts of Asia. More and more countries demanded local ownership for foreign enterprise in exchange for continued operation or entry into their markets. Outside the U.S. and European markets, Gillette spent time and money building manufacturing facilities and distribution networks in anticipation that the markets would eventually be opened up and nationalistic restrictions lifted. Some of Gillette’s joint ventures included a 40 percent Gillette 60 percent Malaysian mini-plant operation that began production in 1970, and an Iranian manufacturing plant with 51 percent government ownership. The Iran plant was one of Gillette’s largest and most modern factories until the Iranian Revolution of 1979 when Ayatollah Khomeini rose into power and American businesses were targeted as enemies of the new government, forcing Gillette to abandon the operation and withdraw from the country.^[32]

Super Blue and the Wilkinson shock

In 1960, Gillette introduced the Super Blue blade, the company’s first coated blade, and the first significantly improved razor blade since the Blue Blade of the 1930s. The new blade was coated with silicone and in Gillette’s laboratory testing produced much more comfortable and close shaves by reducing the blade’s adhesion to whiskers. Super Blue was a success and sold more than the Blue Blade and Thin Blade combined. By the end of 1961, Gillette’s double edge blade market share had risen to 90 percent and the company held a total razor blade market share of 70 percent.^[33]

In 1962, roughly two years after the introduction of the Super Blue blade, Wilkinson Sword introduced the world’s first razor blade made from stainless steel. According to users, the blade stayed sharp about three times longer than the best carbon steel blades – including Gillette’s. Wilkinson’s introduction took Gillette by surprise and the company struggled to respond as its smaller rivals, Schick and the American Safety Razor Company, came out with their own stainless steel blade. However, during the development of the silicon coating for the Super Blue blade, Gillette had also discovered the method of producing coated stainless steel blades that Wilkinson Sword was using and managed to patent it before Wilkinson did. The English company was forced to pay royalty to Gillette for each blade it sold.^[34]

Gillette hesitated in bringing its own stainless steel blades to market as Super Blue had been a huge success and replacing it with a longer-lasting blade would have reduced profits. The company eventually brought the Gillette Stainless blade to the market in August 1963, about a year after Wilkinson’s stainless blades. As a result of the affair, Gillette’s share of the double-edge blade market dropped from 90 percent to about 70 percent.^[34]

Two years after the introduction of the Gillette Stainless blades, the company brought out the Super Stainless blades – known in Europe as Super Silver – that were made from an improved steel alloy. Gillette also introduced the Techmatic, a new type of razor that used a continuous spool of stainless blade housed in a plastic cartridge.^[35][36]

The success of the coated Super Blue blades marked the start of a period when chemistry became as important as metallurgy in Gillette’s blade manufacturing. The Super Blue’s coating was a result of teamwork between the Gillette’s British and American scientists.^[37] As a result of the Wilkinson ordeal, Gillette’s then-chairman Carl Gilbert increased the company’s spending on research and development facilities in the U.S., championed the building of a research facility in Rockville, Maryland, and encouraged further expansion of R&D activities in England.^[38]

Trac II: The move to cartridge razors

The development of Gillette’s first twin-blade razor began in early 1964 in the company’s Reading laboratories in England when a new employee, Norman C. Welsh, experimented with tandem blades and discovered what he called the «hysteresis effect»; a blade pulling the whisker out of the hair follicle before cutting it, and enabling a second blade to cut the whisker even shorter before it retracted back into the follicle. For six years afterwards, Welsh and his colleagues worked on a means of utilizing the hysteresis effect, almost exclusively concentrating on what would later be known as the Atra twin-blade system. The Atra razor featured two blades set in a plastic cartridge with edges that faced each other. Using the razor required the user to move it in an up-and-down scrubbing motion, and whiskers were cut on both the up and down strokes. Another twin-blade system with blades set in tandem, codenamed «Rex», also existed, but it had too many technical problems and was behind Atra in development.^[39]

In consumer tests, the Atra razor had outperformed existing razor systems, but Gillette’s marketing executives feared the razor would meet resistance among shavers due to the unfamiliar scrubbing motion required to use it. Even though the Atra project was so far along in mid-1970 that packaging and production machinery was nearly ready for a full market introduction, Gillette decided to start a development drive to finish Rex instead as it did not require learning a new way to shave. The project succeeded, Atra was abandoned, and Gillette announced the first twin-blade razor – now renamed to Trac II – in the fall of 1971. The Trac II captured the premium shaving market and came out in time to counter Wilkinson Sword’s Bonded Blade system that utilized single-blade cartridges.^[40]

The challenge of disposables

In 1974, the French Société Bic introduced the world’s first disposable razor. The razor was first brought to the market in Greece, where it sold well, after which it was introduced to Italy and many other European countries. Gillette hurried to develop their own disposable before Bic could bring their razor to the United States. Gillette designed a single-blade razor similar to Bic’s but soon abandoned the concept in favor of a razor that was essentially a Trac II cartridge molded into a blue plastic handle. Gillette introduced this disposable as the Good News in 1976, about a year before Bic’s razor reached the United States, and managed to establish market leadership once Bic and other competitors came to market. Good News was released under various names in Europe and was equally and sometimes even more successful than Bic’s razor. Gillette quickly brought its razor to markets Bic hadn’t yet reached, such as Latin America where the razor was known as Prestobarba.^[41]

In Latin America, Gillette used a so-called cannibalization strategy by selling the razor in several market segments: along with the heavily advertised Prestobarba, the razor was also sold under different names – such as Permasharp II in Mexico and Probak II in Brazil – and sold for at least 10 to 15 percent less. The less expensive variants were differentiated from the blue Prestobarba by manufacturing them from yellow plastic with handle less ergonomically comfortable, and in addition, they were not advertised or eventually has negative marketing^[42] aimed at promoting the sale of the most profitable products in Gillette’s razors line. The strategy was successful and later market arrivals were unable to gain a major foothold. Once the approach proved to be a successful one, Gillette’s subsidiaries in Russia, Poland, and multiple Asian and Near Eastern markets began utilizing the same strategy.^[43]

While Gillette managed to retain market leadership against Bic and other competitors, the popularity of disposable razors, their higher production cost compared to cartridges, and price competition eroded the company’s profits. Gillette had at first hoped that disposables would take no more than 10 percent of the total razor and blades market, but by 1980, disposables accounted for more than 27 percent of the world shaving market in terms of unit sales, and 22 percent of total revenue.^[44][45] John W. Symons began steering Gillette into a different direction after becoming the director of Gillette’s European Sales Group in 1979. Despite Gillette’s strong sales and a large share of the European razor and blades market – 70 percent, which was higher than in the United States – cash flow was declining. In Symons’s view, the issue was Gillette’s attempt to compete with Bic in the disposables market, which was eating into the sales of its more profitable cartridge razors. Symons reduced the marketing budget of disposables in Europe and hired the advertising agency BBDO’s London branch to create an ad campaign to make Gillette’s blade and razor systems – such as Contour – more desirable in the eyes of men. The new marketing strategy, combined with cutting costs and centralizing production increased profits. In 1985, Gillette’s profits in the European market were $96 million, while two years previously they were $77 million.^[46]

In 1980, Gillette introduced Atra – known in Europe as Contour – a twin-blade razor with a pivoting head. The razor became a best-seller in the United States during its first year and eventually became a market leader in Europe.^[47]

Acquisitions and takeover attempts

In 1984, Gillette agreed to acquire Oral-B Laboratories from dental care company Cooper Laboratories for $188.5 million in cash.^[48] Revlon Group’s Ronald Perelman offered to purchase 86.1 percent of Gillette for $3.8 billion in 1986, valuing the company at $4.1 billion.^[49] Gillette also bought back Revlon’s stake in the company for $558 million.^[50] Revlon made two additional unsolicited requests to purchase Gillette for $4.66 billion and $5.4 billion in June and August 1987, respectively, both of which were rejected by Gillette’s board of directors.^[51][52][53]

In 1988, Coniston Partners acquired approximately 6 percent of Gillette.^[54] Hoping to acquire four directors’ seats and pressure Gillette to sell, Coniston forced a proxy vote in April. The companies filed suits against one another, resulting in a settlement in August. Gillette repurchased approximately 16 million shares for $720 million and Coniston agreed not to purchase many Gillette shares, participate in proxy contests, or otherwise seek control of the company for three years.^[55][56]

In 1989, Warren Buffett’s Berkshire Hathaway purchased $600 million worth of Gillette convertible preferred shares. Buffett filled a vacant seat on the company’s board and agreed not to sell his stake «except in a change of control or if insurance regulators force a sale of the stock in the event Gillette’s financial condition falters», reducing the chances of a takeover.^[57] During late 1989 and early 1990, Gillette launched the new product Sensor with a $175 million marketing campaign in 19 countries in North America and Western Europe.^[58][59]

Early to mid-1990s

In 1990, Gillette attempted to purchase Wilkinson Sword’s U.S. and non-European operations. The Department of Justice prevented the sale of Wilkinson’s U.S. assets to prevent a significant reduction in competition by eliminating one of the top four blade suppliers when Gillette already controlled approximately half of the nation’s razor market.^[60][61] Gillette launched the Series line of men’s grooming products, including scented shaving gels, deodorants, and skin-care items, in 1992.^[62][63] The company’s SensorExcel launched in Europe and Canada in 1993,^[64] followed by the United Kingdom and United States in 1994.^[65] In 1996, Gillette launched several new products for women and teenage boys, including the SensorExcel for Women, a moisturizer, a shaving gel, and a body spray.^[66]

Beginning of the Razor Wars

The company launched the new shaving system Gillette Mach3 in 1998, challenging the twin-blade system which dominated the market by introducing a third blade. Gillette promoted the product, which took five years to develop and was protected by 35 patents, with a $300 million marketing campaign.^[67][68] The Mach3 and replacement cartridges cost 35 percent more than the SensorExcel razor.^[69] By 1999, Gillette was worth US$43 billion, and the brand value of Gillette was estimated to be worth US$16 billion. This equated to 37% of the company’s value.^[70] In 2000, Gillette’s board fired CEO Michael Hawley; he was replaced by former Nabisco CEO James M. Kilts in early 2001.^[71][72] In 2003, Schick-Wilkinson Sword introduced the Quattro, a four-blade shaving system, increasing the company’s market share to 17 percent. Gillette claimed the Quattro infringed on the Mach3 patents.^[73] Gillette’s efforts were unsuccessful, but the company maintained approximately two-thirds of the global wet-razor market as of mid-2005.^[74]

Procter & Gamble acquisition to present

In 2005, Procter & Gamble announced plans to acquire Gillette for more than $50 billion, which would position P&G as the world’s largest consumer products company.^[75] The deal was approved by the Federal Trade Commission.^[76][77] Gillette introduced the world’s first 5-blade razor, called the Fusion, during 2005–2006, marking the company’s first launch after the P&G acquisition.^[78] By 2010, the Fusion was the world’s highest selling blade and razor brand, reaching $1 billion in annual sales faster than any prior P&G product.^[79] Gillette’s Fusion ProSeries skincare line, launched in 2010, included a thermal facial scrub, a face wash, a lotion, and a moisturizer with sunscreen.^[80][81] The Gillette Fusion ProGlide Styler for facial hair grooming was introduced in 2012, with André 3000, Gael García Bernal, and Adrien Brody serving as brand ambassadors.^[82][83]

In 2015, the company launched a subscription service called Gillette Shave Club^{[note 1]} and later filed a lawsuit against Dollar Shave Club for patent infringement.^[86][87] The Dollar Shave Club lawsuit was criticized for revealing flaws in Gillette’s own patents^[88] and as a perceived attempt to drive away an upstart competitor; the lawsuit was dropped two months later after Dollar Shave Club filed a countersuit.^[89]

In 2019, the company partnered with TerraCycle to create a U.S. recycling program for blades, razors, and packaging for any brand.^[90] In 2020, Gillette announced a commitment to reduce the use of virgin (unrecycled) plastics by 50 percent by 2030 and maintain zero waste to landfill status across all plants.^[91]

Product history

Double-edged safety razors

The first safety razor using the new disposable blade went on sale in 1903.^[6] Gillette maintained a limited range of models of this new type razor until 1921 when the original Gillette patent expired.^[2] In anticipation of the event, Gillette introduced a redesigned razor and offered it at a variety of prices in different cases and finishes, including the long-running “aristocrat». Gillette continued to sell the original razor but instead of pricing it at $5, it was priced at $1, making a Gillette razor truly affordable to every man regardless of economic class. In 1932 the Gillette Blue Blade, so-named because it was dipped in blue lacquer, was introduced. It became one of the most recognizable blades in the world. In 1934 the «twist to open» (TTO) design was instituted, which featured butterfly-like doors that made blade changing much easier than it had been, wherein the razor head had to be detached from the handle.

Razor handles continued to advance to allow consumers to achieve a closer shave. In 1947, the new (TTO) model, the «Super Speed», was introduced. This was updated in 1955, with different versions being produced to shave more closely – the degree of closeness being marked by the color of the handle tip.

In 1955, the first adjustable razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1988.^[92]

The Super Speed razor was again redesigned in 1966 and given a black resin coated metal handle. It remained in production until 1988. A companion model the, «Knack», with a longer plastic handle, was produced from 1966 to 1975. In Europe, the Knack was sold as «Slim Twist» and «G2000» from 1978 to 1988, a later version known as «G1000» was made in England and available until 1998. A modern version of the Tech, with a plastic thin handle, is still produced and sold in several countries under the names 7 O’clock, Gillette, Nacet, Minora, Rubie, and Economica.

Discontinued products

• Techmatic was a single blade razor introduced in the mid-1960s. It featured a disposable cartridge with a razor band which was advanced by means of a lever. This exposed an unused portion of the band and was the equivalent of five blades. This product line also included the Adjustable Techmatic.
• Trac II was the world’s first two-blade razor, debuting in 1971.^[93] Gillette claimed that the second blade cut the number of strokes required and reduced facial irritation. This product line also included the Trac II Plus.
• Atra (known as the Contour, Slalom, Vector in some markets) was introduced in 1977^[2] and was the first razor to feature a pivoting head, which Gillette claimed made it easier for men to shave their necks. This product line also included the Atra Plus, which featured a lubricating strip, dubbed Lubra-Soft.
• Good News! was the first disposable, double-blade razor, released in 1976.^[94][95] Varieties included the «Original», the «Good News! Plus», and the «Good News! Pivot Plus».
• Custom Plus was a series of disposable razors that came in many varieties: the «Fixed Disposable razor», the «Pivot Disposable razor», the «Custom Plus 3 Sensitive Disposable», and the «Custom Plus 3 Soothing Disposable». Fusion Power Phenom was released in February 2008. It had a blue and silver color scheme.^[96] Other discontinued variants include the Fusion Power Gamer.
• Body was a 3 blade razor in care of the man’s body introduced in 2014. However, the Gillette Body was discontinued in 2018.

Current products

• Gillette Sensor debuted in 1990,^[97] and was the first razor to have spring-loaded blades. Gillette claimed the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave.^[98] This product line also includes the Sensor Excel,^[99] the Sensor 3, and the Sensor 3 Cool.^[100][101]
• Blue II is a line of disposable razors, rebranding the old brand Good News!. In Latin America, it was marketed as the Prestobarba. Another product in the line is the Blue 3, a line of three-blade disposable razors, cheaper than Sensor 3.
• Mach3 – the first three-blade razor, introduced in 1998,^[102] which Gillette claims reduces irritation and requires fewer strokes. In 2016,^[103] P&G upgraded the Gillette Mach3 razor: This product comes in disposable, sensitive and «turbo» variants as well.^[104][105]
• Venus is a division of razors for women created in 2000. Products include Venus Divine, Venus Vibrance, Venus Embrace, Venus Breeze, Venus Spa Breeze and Venus ProSkin Moisture Rich.
• Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the front and a single sixth blade on the rear for precision trimming.^[106][107] Its marketing campaign was fronted by the sports stars Roger Federer, Thierry Henry, and Tiger Woods.^[108][109] Razors in this product line include Fusion Power, Fusion ProGlide Shield, Fusion ProGlide, Fusion ProGlide Power,^[110] and Fusion ProGlide with FlexBall Technology.^[96][111] The ProGlide FlexBall has a handle that allows the razor cartridge to pivot.^[112]
• Gillette All-Purpose Styler, released in 2012, is a waterproof beard trimmer that can cut four different lengths.^[113]
• Treo is the first razor designed for caregivers to shave seniors and people with disabilities, was introduced in 2017.^[114] The product was named one of the best inventions of 2018 by Time,^[115] and later exhibited at the Consumer Electronics Show (CES) in 2020.^[116][117]
• SkinGuard is a razor designed for people with sensitive skin, introduced during 2018–2019.^[118]
• In 2019, the company launched the first heated razor, mimicking a hot towel shave.^[119] The prototype was showcased at CES and later named one of the best inventions of 2019 by Time.^[120] The heated razor received mixed reviews, with reviewers, including professional barbers, describing the design as flawed and the $200 price tag as overpriced.^[121][122]
• King C. Gillette Beard Care Line came out in May 2020 named for the company’s founder and offers beard care products including a Complete Men’s Beard Kit, a double-sided safety razor, shave gel, beard and face wash, balm and oil.^[123]
• Planet KIND Skincare Line launched in February 2021 as a new sustainable shaving and skincare brand, featuring a razor, shave cream, moisturizer and face wash. The razor is constructed from 60 percent recycled plastic and refills are designed with five blades that can each be used for up to a month. Planet KIND partnered with recycling company TerraCycle to design a program through which you can recycle the razor and blades.^[124]

• 

  Gillette Blue II razor, circa 2007

• 

  Gillette Mach3 razor, circa 2015

• 

  Gillette Fusion ProGlide Power

Criticism and controversy

The desire to release ever more expensive products, each claiming to be the «best ever», has led Gillette to make disputed claims for its products. In 2005, an injunction was brought by rival Wilkinson Sword which was granted by the Connecticut District Court which determined that Gillette’s claims were both «unsubstantiated and inaccurate» and that the product demonstrations in Gillette’s advertising were «greatly exaggerated» and «literally false». While advertising in the United States had to be rewritten, the court’s ruling does not apply in other countries.^[125]

Procter & Gamble (P&G) shaving products have been under investigation by the UK Office of Fair Trading as part of an inquiry into alleged collusion between manufacturers and retailers in setting prices.

Gillette was fined by Autorité de la concurrence in France in 2016 for price fixing on personal hygiene products.^[126]

In January 2019, Gillette began a new marketing campaign, «The Best Men Can Be», to mark the 30th anniversary of the «Best a Man Can Get» slogan. The campaign was introduced with a long-form commercial entitled «We Believe», and aims to promote positive values among men – condemning acts of bullying, sexism, sexual assault, and toxic masculinity. While the campaign received praise for its acknowledgement of current social movements and for promoting positive values of masculinity, it also faced a negative response – including from right-wing critics^[127] – being called left-wing propaganda, accusatory towards its customers, and misandrist and there were calls for boycotts of Gillette.^{[128][129][130][131][132]}

In June 2019, P&G wrote-down Gillette business by $8 billion, a move which company executives attributed to currency exchange, new competitors in the market, and increased popularity of growing beards. Share prices increased following the write-down.^[133]

Marketing

Gillette first introduced its long-time slogan, «The Best a Man Can Get», during a commercial first aired during Super Bowl XXIII in 1989.^[131]

The company has sponsored Major League Baseball (MLB),^[134] the 2010 Gillette Fusion ProGlide 500, and the Olympic Games,^[135][136] and has naming rights to Gillette Stadium in Foxborough, Massachusetts, home venue for the National Football League’s New England Patriots.^[137][138] Athletes such as Roger Federer,^[139] Tiger Woods,^[140] Shoaib Malik,^[141] Derek Jeter,^[142] Thierry Henry,^[143] Kenan Sofuoğlu,^[144] Park Ji-sung,^[145] Rahul Dravid,^[146] Raheem Sterling,^[147] Karl-Anthony Towns,^[148] and Michael Clarke have been sponsored by the company,^[149] as well as video gaming personality Dr Disrespect.^[150]

In November 2009, Gillette became the subject of a proposed boycott in Ireland due to its endorsement by French soccer player Thierry Henry; his undetected handball foul during a FIFA World Cup qualifying match contributed to a game-winning goal by France, eliminating Ireland from contention.^[151] The following month, expanding upon the controversy, media outlets observed a «curse» associated with top athletes who endorse Gillette, also citing Tiger Woods (who became the subject of an infidelity scandal in late-2009), and Roger Federer losing in an upset to Nikolay Davydenko during the 2009 ATP World Tour Finals.^[152]

Since its opening in 2002, Gillette has held naming rights to Gillette Stadium in nearby Foxborough, home of the New England Patriots of the National Football League. The original agreement lasted through 2017; in 2010, P&G negotiated a 15-year extension, lasting through 2031.^[153]

Since the 1990s, the company has used a marketing list to send a free sample of a Gillette razor in promotional packages to men in celebration of their 18th birthday. The campaign has occasionally resulted in the samples accidentally being sent to recipients outside of the demographic, such as a 50-year-old woman (exacerbated by the package containing the slogan «Welcome to Manhood»).^[154][155]

In 2019, Gillette and Twitch partnered to form the esports group Gillette Gaming Alliance, as well as the Bits for Blades campaign which gave Twitch Bits (the site’s digital currency) to those who purchased Gillette products online. The 2019 team had eleven streamers, each representing a different country,^[156] and the 2020 team had five streamers including DrLupo.^[157][158] During 2020–2021, Gillette enlisted NFL players Saquon Barkley, Ashtyn Davis, Jalen Hurts, Cole Kmet, and Tua Tagovailoa as brand ambassadors.^[159][160]

In science

In laser research and development, Gillette razor blades are used as a non-standard measurement as a rough estimate of a particular laser beam’s penetrative ability; a «four-Gillette laser», for example, can burn through four blades.^[161]

In music

Science isn’t the only unusual setting far removed from hygiene in which a Gillette razor blade has been used. It was used as a tool to achieve a certain sound by the English rock band The Kinks. Kinks member Dave Davies became «really bored with this guitar sound – or lack of an interesting sound» so he purchased «a little green amplifier …an Elpico» from a radio spares shop in Muswell Hill,^[162] and «twiddled around with it», including «taking the wires going to the speaker and putting a jack plug on there and plugging it straight into my AC30» (a larger amplifier), but did not get the sound he wanted until he got frustrated and «got a single-sided Gillette razorblade and cut round the cone [from the center to the edge] … so it was all shredded but still on there, still intact. I played and I thought it was amazing.»^[163] The sound was replicated in the studio by having the Elpico plugged into the Vox AC30. It was this sound, courtesy of a Gillette razor blade that became a mainstay on many of The Kinks early recordings, including «You Really Got Me» and «All Day and All of the Night».^[164]

Operations in Canada

In late 1988, Gillette announced plans to eliminate manufacturing operations in Montreal and Toronto. The Canadian unit’s executive offices remained in Montreal, with administrative, distribution, marketing, and sales operations continuing in both cities. Approximately 600 employees in Canada were laid off as part of the global restructure,^[165] which followed a $720 million share repurchase and sought to «rationalize worldwide production».^[166] As of 2005, Gillette was not producing products in Canada and employed approximately 200 people in Edmonton, Mississauga, and Montreal.^[167]

Notes

References

Bibliography

• McKibben, Gordon (1998). Cutting Edge: Gillette’s Journey to Global Leadership. Harvard Business School Press. ISBN 0875847250.
• Waits, Robert K. (2014). A Safety Razor Compendium: The Book. ISBN 978-1312293533.
• Gillette, King Camp (February 1918). «Origin of the Gillette Razor». The Gillette Blade. Boston: Gillette Safety Razor Company.

Further reading

• «King C. Gillette, The Man and His Wonderful Shaving Device» by Russell Adams (1978), published by Little Brown & Co. of Boston, Massachusetts, U.S.
• Rodriguez, Ginger G.; Salamie, David E.; Shepherd, Kenneth R. (2005) [previous versions of the article in the volume 3 and 20]. Grant, Tina (ed.). «The Gillette Company». International Directory of Company Histories. Farmington Hills, Michigan: St.James Press (Thomson Gale). 68: 171–76. ISBN 1558625437.

External links

• Official website
• Vintage Gillette Adjustable Double Edge Razors: A Reference website

В этой статье не хватает ссылок на источники информации. Информация должна быть проверяема, иначе она может быть поставлена под сомнение и удалена. Вы можете отредактировать эту статью, добавив ссылки на авторитетные источники. Эта отметка установлена 13 апреля 2012.

Gillette
Тип	публичная
Год основания	1901 год
Отрасль	производитель аксессуаров для бритья
Сайт	http://www.gillette.ru/

Gillette — это производитель аксессуаров для бритья. Созданная в 1901 году американским изобретателем Кингом Кэмпом Жиллеттом фирма производит бритвенные системы, станки и лезвия к ним, аксессуары для бритья. Также производится продукция для женщин. В 2005 году вместе с дочерними компаниями (Oral-B, Duracell и Braun) поглощена Procter & Gamble за $57 млрд, где UBS был консультантом, после чего стала подразделением Procter & Gamble.

Бритвенные системы

Каждая система имеет своё название, защищённое авторскими правами. Заводы компании располагаются в Бразилии, Мексике, Китае, Германии, Польше и России. Российский завод находится на Пулковском шоссе в Санкт-Петербурге.

Самая последняя разработка Gillette — это ProGlide Power, бритвенная система с 5 лезвиями и вибро-режимом; и её модификация ProGlide без функции Power. Продаются кроме перечисленных и другие бритвенные системы: Sensor Excel, Slalom Plus — 2-х лезвенные системы. Для серии станков Sensor сейчас производятся 3-лезвенные кассеты. Slalom Plus самая дешёвая бритвенная система Gilette из представленных на данный момент. Slalom Plus — это переименованная система Atra Plus. Компания производит большое количество одноразовых бритвенных станков (например, Permatic для турецкого рынка), многие из них производятся в Санкт-Петербурге. Помимо современных бритвенных станков компания продолжает производить двухсторонние лезвия, которые использовались в классическом бритвенном станке.

История станков

После классических станков первой бритвенной системой Gillette была Trac II c 2 лезвиями. Далее была разработана система Gillette Atra (1977), впервые имевшая плавающую головку.

Следующей системой компании была модификация Atra — Atra Plus (1985), получившая смазывающую полоску над рядом лезвий. В 1990 году была произведена модель Sensor, наследники которой популярны и по сей день. Система имела передовой для того времени стальной дизайн и 2-точечную плавающую головку.

В 1995 впервые была произведена система Gillette с 5 микрогребнями — Sensor Excel, было заявлено, что микрогребни натягивают кожу для обеспечения более гладкого бритья. В 1998 году вышла бритвенная система Mach3 с 3 лезвиями в кассете и 5 микрогребнями. В 2003 году выпускается модификация Mach3 — Mach3 Turbo, новинка имела 10 микрогребней вместо пяти а также новые лезвия Antifriction. Также был обновлён дизайн ручки. В 2004 году вышла модификация системы Mach3 Turbo c вибро-режимом, работающая от батарейки, получившая название M3Power.

В 2007 году выходит система с 5 лезвиями — Gillette Fusion и её модификация с вибро-режимом Fusion Power. Также у Fusion впервые появилось лезвие-триммер на обороте кассеты для бритья сложных участков лица.

Бритвенные системы для женщин

На данный момент существуют своеобразные женские модификации популярных^{[источник не указан 209 дней]} мужских станков. Самая последняя Embrace, это аналог мужского 5-лезвенного станка Fusion

Современные женские станки и их мужские аналоги:

Sensor Excel for women — отличие от Sensor Excel только в дизайне ручки станка

Venus — женский аналог Mach3 (3 лезвия)

Venus Divine — женский аналог Mach3 Turbo (3 лезвия)

Venus Vibrance — женский аналог M3Power (3 лезвия+вибро-режим)

Venus Breeze — женский станок (3 лезвия), оснащённый средством для бритья на подушечках, находящихся над и под лезвиями

Embrace — женский аналог Fusion (5 лезвий)

Одноразовые станки

После появления станков производства компании Bic, Gillette начала терять позиции. Людям оказались нужнее станки, которые можно выкинуть сразу после использования. В ответ на это Gillette выпускает свои модели одноразовых станков.

На данный момент в продаже имеются модели одноразовых станков Gillette II и Gillette Blue II, а также Sensor 3 Sensitive. Кроме того, выпускаются одноразовые станки для женщин Satin Care и Gillette Blue II For Women.

Классические станки

Сегодня Gillette производит классические бритвенные станки Rubie Platinum plus а также лезвия к ним. Также производится российский бренд Sputnik.

Средства для бритья

Компания Gillette также производит продукцию, необходимую для влажного бритья: пены, гели для бритья, средства после бритья. Пена производится под двумя лейблами: Gillette Foam и Gillette Series.

Ссылки

• Российский сайт компании

Gillette

Тип продукта	Безопасные бритвы, принадлежности для бритья, средства личной гигиены
Владелец	Procter Gamble
Country	Бостон, Массачусетс, США
Представлен	28 сентября 1901 г.; 119 лет назад (1901-09-28)
Markets	Worldwide
Предыдущие владельцы	The Gillette Company
Слоган	«Лучшее, что может получить человек» (1989–2019). «Лучшие мужчины могут быть » (с 2019)
Веб-сайт	www.gillette.com

Gillette — американская торговая марка безопасных бритв и других товаров личной гигиены, включая принадлежности для бритья, принадлежащих транснациональной корпорации Procter Gamble (PG).

Базирующаяся в Бостоне, Массачусетс, США, она принадлежала The Gillette Company, которая до этого момента поставляла продукцию под различными брендами. в 2005 году компания объединилась с PG. Компания Gillette была основана Кингом К. Джиллеттом в 1901 году как производитель безопасных бритв .

Под руководством Колмана М. Моклера младшего в качестве генерального директора с 1975 года. до 1991 года компания была целью нескольких попыток поглощения со стороны Рональда Перельмана и Coniston Partners. В январе 2005 года Procter Gamble объявила о планах слияния с компанией Gillette.

Активы компании Gillette были включены в подразделение PG, известное внутри компании как Global Gillette. В июле 2007 года Global Gillette была распущена и вошла в состав двух других основных подразделений Procter Gamble: Procter Gamble Beauty и Procter Gamble Household Care. Бренды и продукция Gillette были соответственно разделены между ними. Центр исследований и разработок Gillette в Бостоне, штат Массачусетс, и производственный центр Gillette в Южном Бостоне (известный как «Всемирная штаб-квартира бритвенной компании Gillette») по-прежнему существуют как рабочие места под торговой маркой Gillette, принадлежащей Procter Gamble. Дочерние компании Gillette Braun и Oral-B, среди прочих, также были сохранены за PG.

Содержание

• 1 История
  • 1.1 Начало и первые годы
  • 1.2 Первая мировая война и 1920-е годы
  • 1.3 1930-е годы и Вторая мировая война
  • 1.4 Восстановление после войны и диверсификация
  • 1.5 Super Blue и шок Уилкинсона
  • 1.6 Trac II: переход к картриджным бритвам
  • 1.7 Проблема с расходными материалами
• 2 История продукта
  • 2.1 Безопасные бритвы с обоюдоострым лезвием
  • 2.2 Продукция, снятая с производства
  • 2.3 Текущие продукты
• 3 Критика и споры
  • 3.1 Реклама «Токсичной мужественности»
• 4 Собственный капитал
• 5 Маркетинг
• 6 В науке
• 7 В музыке
• 8 Канадский офис
• 9 Ссылки
  • 9.1 Библиография
• 10 Дополнительная литература
• 11 Внешние ссылки

История

Начало и первые годы

Ключевые показатели первых лет компании Gillette Safety Razor. слева направо: Кинг Кэмп Джиллетт, Уильям Эмери Никерсон и Джон Джойс

Компания и бренд Gillette возникли в конце 19 века, когда продавец и изобретатель Кинг Кэмп Джиллетт пришла в голову идея безопасной бритвы с одноразовыми лезвиями. Безопасные бритвы в то время представляли собой по сути короткие отрезки опасной бритвы, прикрепленные к держателю. Лезвие необходимо было подстригать перед каждым бритьем, а по прошествии некоторого времени требовалось оттачивать ножом. На изобретение Жиллета вдохновил его наставник из Crown Cork Seal Company, Уильям Пейнтер, который изобрел Crown Cork. Пейнтер призвал Gillette придумать что-то такое, что, например, Crown cork, можно было выбросить после использования.

В то время как Gillette придумал идею в 1895 году, разработав концепцию в виде рабочей модели и чертежей, которые можно было бы использовать. подача в Патентное ведомство заняла шесть лет. Gillette не удалось найти кого-нибудь, кто мог бы разработать метод изготовления лезвий из тонкой листовой стали, но в конце концов нашел Уильяма Эмери Никерсона, выпускника Массачусетского технологического института со степенью в области химии. Gillette и другие участники проекта основали The American Safety Razor Company 28 сентября 1901 года. У компании были проблемы с получением финансирования, пока старый друг Gillette Джон Джойс не инвестировал необходимую сумму, чтобы компания начала производство. Производство началось медленно в 1903 году, но в следующем году Никерсону удалось построить новый шлифовальный станок с лезвиями, который ограничил производство. В течение первого года работы компания продала 51 бритву и 168 лезвий, но во второй год продажи выросли до 90 884 бритв и 123 648 лезвий. В 1904 году компания была переименована в Gillette Safety Razor Company и быстро начала расширяться за пределы Соединенных Штатов. В 1905 году компания открыла офис продаж в Лондоне и завод по производству лезвий в Париже, а к 1906 году у Gillette был завод по производству лезвий в Канаде, отдел продаж в Мексике и европейская дистрибьюторская сеть, которая продавалась во многих странах, включая Россию.

Первая мировая война и 1920-е годы

Благодаря своей стратегии премиального ценообразования, продажи бритв и лезвий Gillette Safety Razor Company с 1908 по 1916 год росли скромными темпами. Одноразовые бритвенные лезвия все еще не продавались » Это настоящий продукт массового потребления, а парикмахерские и самостоятельное бритье опасной бритвой по-прежнему оставались популярными методами ухода. Двухдневная щетина среди населения США не была редкостью. Это изменилось, когда Соединенные Штаты объявили войну Центральным державам в 1917 году; Военные правила требовали, чтобы каждый солдат имел собственный набор для бритья, а компактный набор Gillette с одноразовыми лезвиями превосходил конкурентов, чьи бритвы требовали чистки. Gillette продавала свою бритву, разработав футляр для военных, украшенный знаками отличия армии и флота США, и в 1917 году компания продала 1,1 миллиона бритв.

Набор безопасных бритв Khaki Set, произведенный Gillette для армии США во время Первой мировой войны. Война

В 1918 году американские военные начали выдавать комплекты для бритья Gillette каждому военнослужащему США. Продажи Gillette выросли до 3,5 миллионов бритв и 32 миллионов лезвий. Как следствие, миллионы военнослужащих привыкли ежедневно бриться бритвой Gillette. После войны Gillette использовала это в своем внутреннем маркетинге и использовала рекламу, чтобы укрепить привычку, приобретенную во время войны.

Первоначальный патент Gillette на бритву должен был истечь в ноябре 1921 года, и, чтобы опередить предстоящую конкуренцию, Весной 1921 года компания представила новую улучшенную безопасную бритву Gillette и перешла на структуру цен на бритвы и лезвия, известную сегодня компании. В то время как бритва New Improved продавалась за 5 долларов (что эквивалентно 72 долларам в 2019 году) — продажная цена предыдущей бритвы, — оригинальная бритва была переименована в бритву Old Type и продавалась в недорогой упаковке под названием «Brownies» за 1 доллар (что эквивалентно 14 долларам в 2019). Хотя некоторые модели Old Type по-прежнему продавались в различных упаковках по средней цене 3,50 доллара, бритвы Brownie сделали Gillette гораздо более доступным для среднего человека и значительно расширили рынок лезвий компании. С 1917 по 1925 год объем продаж Gillette увеличился в десять раз. Компания также расширила свою зарубежную деятельность сразу после войны, открыв завод в Слау, недалеко от Лондона, по производству бритв New Improved, а также открыв десятки офисов и дочерних компаний в Европе и других частях мира..

Gillette пережила неудачу в конце 1920-х, когда ее конкурент AutoStrop подал в суд за нарушение патентных прав. Дело было урегулировано во внесудебном порядке, когда Gillette согласилась выкупить AutoStrop за 310 000 акций без права голоса. Однако до того, как сделка была заключена, в ходе аудита выяснилось, что Gillette завышала свои продажи и прибыль на 12 миллионов долларов за пятилетний период и на основе этих цифр выплачивала бонусы своим руководителям. AutoStrop по-прежнему согласилась на выкуп, но вместо этого потребовала большую сумму привилегированных акций с правом голоса. О слиянии было объявлено 16 октября 1930 года, и владелец AutoStrop Генри Гейсман получил контрольный пакет акций Gillette.

1930-е годы и Вторая мировая война

Бритва Gillette One-Piece Tech 1930-х годов. и набор Blue Blades

The Great Depression значительно ослабили позиции Gillette на рынке. Компания отставала от своих конкурентов в технологии производства лезвий в 1920-х годах и упустила контроль качества, чрезмерно растянув производственное оборудование, чтобы ускорить выпуск новой бритвы и лезвия Kroman на рынок в 1930 году. В 1932 году Компания Gillette извинилась за снижение качества лезвия, отозвала лезвие Kroman и представила Blue Blade (первоначально называвшееся Blue Super Blade) в качестве замены. Другими новинками Gillette в годы Великой депрессии были крем для бесщеточного бритья и электробритва, выпуск которой вскоре был прекращен из-за скромных продаж.

В 1938 году Gillette представила Thin Blade, который был дешевле и весил примерно вдвое меньше, чем Blue. Клинок, хоть и стоил почти столько же в производстве. Тонкий клинок стал более популярным, чем синий клинок, в течение нескольких лет во время Второй мировой войны из-за высокого спроса на недорогую продукцию и нехватки углеродистой стали. Начиная с 1939 года, Gillette начала вкладывать значительные средства в рекламу спортивных мероприятий после того, как ее реклама в Мировой серии увеличила продажи более чем вдвое, чем ожидала компания. В конечном итоге она спонсировала радиопрограмму Gillette Cavalcade of Sports, которая перешла на телевидение, а в конце 1940-х эта среда расширилась. В то время как Кавалькада транслировала многие известные спортивные события того времени (Кентукки Дерби, футбольные матчи колледжа и бейсбол, среди прочего), она стала наиболее известной благодаря своим трансляциям профессионального бокса.

Хотя конкуренция сильно ударила по Gillette на внутреннем рынке во время Великой депрессии, зарубежные операции помогли компании удержаться на плаву. В 1935 году более половины доходов Gillette приходилось на зарубежные операции, а в 1938 году — худшем для Gillette в годы Великой депрессии, когда Gillette занимала всего 18 процентов рынка, — почти вся прибыль компании в размере 2,9 миллиона долларов была получена за пределами бразильского завода AutoStrop в США. Gillette начала свою экспансию в Латинскую Америку, в Англии предприятия Gillette и AutoStrop были объединены под названием Gillette, и компания построила новый завод по производству лезвий в Лондоне. В 1937 году берлинский завод Gillette произвел 40 процентов из 900 миллионов лезвий Германии и сохранил 65-75 процентов немецкого рынка лезвий.

Вторая мировая война сократила производство лезвий Gillette как внутри страны, так и за рубежом. В результате войны многие рынки были закрыты, немецкие и японские войска экспроприировали заводы и собственность компании, а заводы Gillette в Бостоне и Лондоне были частично переоборудованы для производства оружия. В 1942 году Совет по военному производству приказал Gillette посвятить все производство бритв и большую часть производства лезвий вооруженным силам США. К концу войны военнослужащим было выдано 12,5 миллиона бритв и 1,5 миллиарда лезвий. Gillette также помогал армии США в военной разведке, производя копии немецких бритвенных лезвий для секретных агентов, отправляющихся в тыл Германии, чтобы их личности не были скомпрометированы их бритвенным оборудованием. Компания также производила бритвы, в рукоятках которых прятались деньги и карты побега, и магнитные лезвия с двумя лезвиями, которые военнопленные могли использовать в качестве компаса.

Восстановление после войны и диверсификация

В послевоенные годы Gillette начала быстро наращивать производство, модернизировав свои основные производственные предприятия в Соединенных Штатах и ​​Англии, увеличив мощность нескольких зарубежных заводов и вновь открыв заводы, закрытые во время войны. Компания открыла новый завод в Швейцарии и начала производство лезвий в Мехико. В 1946 году продажи выросли до 50 миллионов долларов, а в 1947 году Gillette продала миллиард лезвий. К 1950 году доля Gillette на рынке лезвий США выросла до 50 процентов. В течение 1950-х годов компания обновила, а в некоторых случаях переместила некоторые из своих старых европейских заводов: например, парижский завод был перемещен в Анси.

Бритва Gillette Super Speed ​​1958 года и дозатор лезвий

в 1947 Gillette представила бритву Gillette Super Speed ​​и вместе с ней диспенсер для лезвий Speed-pak, который компания разработала во время войны. Диспенсер позволял лезвию выдвигаться из дозатора в бритву без опасности касаться острого края. В нем также было отделение для хранения использованных лезвий.

В 1948 году Gillette купила домашнего производителя постоянных комплектов The Toni Company, а позже расширила ассортимент на другие женские товары, такие как шампуни и лаки для волос. В 1955 году компания купила производителя шариковых ручек Paper Mate. В 1960 году Gillette выпустила на рынок аэрозольный дезодорант Right Guard и в 1962 году купила производителя одноразовых принадлежностей для больниц Sterilon Corporation.

Телевизионная реклама сыграла большую роль в послевоенном росте Gillette в Соединенных Штатах. Компания начала телевизионную рекламу в 1944 году, а в 1950 году потратила 6 миллионов долларов на приобретение эксклюзивных спонсорских прав на Мировой сериал на шесть лет. К середине 1950-х годов 85% рекламного бюджета Gillette использовалось для телевизионной рекламы. Компания также рекламировала линейку продуктов Toni, спонсируя телешоу Артур Годфри и его друзья и конкурс Мисс Америка 1958 года и его победительницу.

Play media TV 1950-х годов. реклама Gillette’s Blue Blades

Хотя непосредственным приоритетом Gillette после войны было удовлетворение спроса в США, а затем и диверсификация внутреннего бизнеса, компания продолжала расширяться на зарубежных рынках, которые демонстрировали потенциал для роста, таких как Латинская Америка и Азия. Однако холодная война ограничила деятельность Gillette во многих частях мира и закрыла целые рынки, на которые компания могла бы выйти в противном случае, в России, Китае, Восточной Европе, на Ближнем Востоке, на Кубе и в некоторых частях Азии. Все больше и больше стран требовали местной собственности для иностранных предприятий в обмен на продолжение работы или выход на их рынки. За пределами рынков США и Европы Gillette тратила время и деньги на строительство производственных мощностей и торговых сетей в ожидании того, что рынки в конечном итоге будут открыты и националистические ограничения будут сняты. Некоторые из совместных предприятий Gillette включали 40-процентный малазийский мини-завод Gillette, 60-процентный малазийский мини-завод, который начал производство в 1970 году, и иранский производственный завод с 51-процентной государственной собственностью. Завод в Иране был одним из крупнейших и самых современных заводов Gillette до иранской революции 1979 года, когда аятолла Хомейни пришел к власти, а американские предприятия стали жертвами нового правительства, что вынудило Gillette отказаться от операции и уехать из страны.

Super Blue и шок Уилкинсона

В 1960 году Gillette представила лезвие Super Blue, первое лезвие компании с покрытием и первую значительно улучшенную бритву лезвие со времен Blue Blade 1930-х годов. Новое лезвие было покрыто силиконом, и в лабораторных испытаниях Gillette позволило добиться более комфортного и гладкого бритья за счет уменьшения прилипания лезвия к усам. Super Blue имел успех и был продан больше, чем Blue Blade и Thin Blade вместе взятые. К концу 1961 года доля рынка лезвий с двойным лезвием Gillette выросла до 90 процентов, а общая доля рынка бритвенных лезвий составила 70 процентов.

В 1962 году, примерно через два года после появления на рынке лезвий Super Blue лезвие, Wilkinson Sword представило первое в мире лезвие для бритвы, изготовленное из нержавеющей стали. По словам пользователей, лезвие оставалось острым примерно в три раза дольше, чем лучшие лезвия из углеродистой стали, включая лезвия Gillette. Представление Уилкинсона застало Gillette врасплох, и компания изо всех сил пыталась отреагировать, поскольку ее более мелкие конкуренты, Шик и American Safety Razor Company, выпустили собственное лезвие из нержавеющей стали. Однако во время разработки силиконового покрытия для лезвия Super Blue компания Gillette также обнаружила метод производства лезвий из нержавеющей стали с покрытием, который использовала Wilkinson Sword, и сумела запатентовать его до того, как это сделал Wilkinson. Английская компания была вынуждена платить гонорар Gillette за каждое проданное лезвие.

Gillette не решалась выводить на рынок свои собственные лезвия из нержавеющей стали, поскольку Super Blue добился огромного успеха и заменил его более долговечным лезвием. уменьшил бы прибыль. В конце концов, компания выпустила лезвие Gillette Stainless на рынок в августе 1963 года, примерно через год после лезвий Wilkinson из нержавеющей стали. В результате этого дела доля Gillette на рынке лезвий с двумя лезвиями упала с 90 процентов до примерно 70 процентов.

Через два года после появления лезвий Gillette Stainless компания выпустила лезвия Super Stainless. — известные в Европе как Super Silver — изготавливались из улучшенного стального сплава. Gillette также представила Techmatic, новый тип бритвы, в которой использовалась непрерывная катушка лезвия из нержавеющей стали, помещенная в пластиковый картридж.

Успех лезвий с покрытием Super Blue ознаменовал начало периода, когда химия стала столь же важной металлургия в производстве клинков Gillette. Покрытие Super Blue стало результатом совместной работы британских и американских ученых Gillette. В результате испытания Уилкинсона тогдашний председатель Gillette Карл Гилберт увеличил расходы компании на научно-исследовательские и опытно-конструкторские работы в США, выступил за строительство исследовательского центра в Роквилле, штат Мэриленд и призвал к дальнейшему расширению Исследования и разработки в Англии.

Trac II: переход на картриджные бритвы

Патентный рисунок брошенной бритвы Atra и изображение бритвы Trac II модели Deluxe

Разработка первого двойного лезвия Gillette бритва началась в начале 1964 года в лабораториях компании Reading в Англии, когда новый сотрудник Норман К. Уэлш экспериментировал с тандемными лезвиями и обнаружил то, что он назвал «эффектом гистерезиса»; лезвие, вытаскивающее усы из волосяного фолликула перед его разрезанием и позволяющее второму лезвию срезать усы еще короче, прежде чем они втянутся обратно в фолликул. В течение шести лет после этого Уэлш и его коллеги работали над средствами использования эффекта гистерезиса, почти исключительно концентрируясь на том, что позже будет известно как система с двумя лопастями Atra. Бритва Atra имела два лезвия, установленных в пластиковом картридже с обращенными друг к другу краями. Использование бритвы требовало, чтобы пользователь двигал ею вверх-вниз, чистя щеткой, а усы срезались как при движении вверх, так и вниз. Еще одна система с двумя лезвиями с установленными в тандеме лезвиями под кодовым названием «Rex» также существовала, но она имела слишком много технических проблем и отставала от разработки Atra.

В потребительских тестах бритва Atra превзошла существующие бритвы. системы, но маркетологи Gillette опасались, что бритва встретит сопротивление бритв из-за непривычных чистящих движений, необходимых для ее использования. Несмотря на то, что в середине 1970-х проект Atra был так далеко, что упаковочное и производственное оборудование было почти готово для полного вывода на рынок, Gillette решила вместо этого начать разработку, чтобы закончить Rex, поскольку это не требовало изучения нового способа бритья.. Проект увенчался успехом, Atra была заброшена, и Gillette анонсировала первую бритву с двумя лезвиями — теперь переименованную в Trac II — осенью 1971 года. Trac II захватил рынок премиальных бритв и вышел вовремя, чтобы противостоять системе Bonded Blade Wilkinson Sword. в котором использовались картриджи с одним лезвием.

Проблема с расходными материалами

В 1974 году французское общество Société Bic представило первую в мире одноразовую бритву. Бритва была впервые представлена ​​на рынке в Греции, где она хорошо продавалась, после чего она была представлена ​​в Италии и многих других европейских странах. Gillette поспешила разработать свои собственные одноразовые бритвы, прежде чем Bic смог привезти их бритвы в Соединенные Штаты. Gillette разработал бритву с одним лезвием, похожую на бритву Bic, но вскоре отказался от этой концепции в пользу бритвы, которая по сути представляла собой картридж Trac II, отлитый в синюю пластиковую ручку. Gillette представила эти одноразовые изделия как «Хорошие новости» в 1976 году, примерно за год до того, как бритва Bic достигла Соединенных Штатов, и сумела занять лидирующие позиции на рынке, как только Bic и другие конкуренты вышли на рынок. Good News выпускалась под разными названиями в Европе и имела такой же, а иногда и даже больший успех, чем бритва Бика. Gillette быстро вывела свою бритву на рынки, которых Bic еще не достигла, например, в Латинской Америке, где бритва была известна как Prestobarba.

В Латинской Америке Gillette использовала так называемую стратегию каннибализации продавая бритву в нескольких сегментах рынка : наряду с широко разрекламированной Prestobarba, бритва также продавалась под разными названиями, такими как Permasharp в Мексике и Probak в Бразилии, и продавалась по меньшей мере от 10 до 15 процентов Меньше. Менее дорогие варианты отличались от синей Prestobarba тем, что производили их из желтого пластика и, кроме того, не рекламировались. Стратегия оказалась успешной, и более поздние приходы на рынок не смогли закрепиться. Как только этот подход оказался успешным, дочерние компании Gillette в России, Польше и на нескольких азиатских и ближневосточных рынках начали использовать ту же стратегию.

Хотя Gillette удалось сохранить лидерство на рынке посравнением с Bic и другими конкурентами, Популярность одноразовых бритв, их более высокая стоимость по сравнению с картриджами и ценовая конкуренция подорвали прибыль компании. Сначала компания Gillette надеялась, что одноразовые изделия не более 10 процентов от общего бритв и лезвий, но к 1980 году на одноразовые изделия приходилось более 27 процентов мирового бритв с точки зрения продаж штучных изделий и 22 процента от общей выручки.. Джон В. Саймонс начал направлять Gillette в другом направлении после того, как в 1979 году возглавил европейскую группу продаж Gillette. Несмотря на высокие продажи Gillette и большую долю на европейском рынке бритв и лезвий — 70 процентов, что выше, чем в США. — денежный поток снижался. По мнению Саймонса, проблема заключалась в попытке Gillette конкурировать с Bic на рынке расходных материалов, который подрывал продажи ее более прибыльныхв с картриджами. Саймонс сократил маркетинговый бюджет на одноразовые товары в Европе и нанял лондонское отделение рекламного агентства BBDO для создания рекламной системы сделать лезвий и бритв Gillette, такие как Contour, более желанными в глазах мужчин. Новая маркетинговая стратегия в сочетании с сокращением затрат и централизацией производства увеличения прибыли. В 1985 году прибыль Gillette на европейском рынке составляла 96 миллионов долларов, тогда как двумя годами ранее она составляла 77 миллионов долларов.

Логотип Gillette использовался с 1989 по 2008 год.

В 1980 году Gillette представила Atra, известную в Европе как Contour. — бритва с двумя лезвиями и поворотной головкой. Бритва стала бестселлером в США в течение первого года своего существования и стала лидером рынка в Европе.

История продукта

Безопасные бритвы обоюдоострые

Бритва Gillette и упаковка, около 1930-х годов

Первая безопаснаява с новым одноразовым лезвием поступила в продажу в 1903 году. Компания Gillette поддерживала ограниченный ассортимент моделей этой новой бритвы до 1921 года, когда были выпущены оригинальные Срок действия патента Gillette истек. В преддверии этого события Gillette представила новую бритву и предложила ее по разным ценам в разных корпусах и отделках, включая давно известную «аристократку». Gillette продолжала продавать оригинальные бритвы, но вместо того, чтобы оценивать их в 5 долларов, она была оценена в 1 доллар, что делало бритву Gillette по-настоящему доступной для каждого человека, независимо от экономического класса. В 1932 году было представлено Gillette Blue Blade, названное так потому, что оно было покрыто синим лаком. Оно стало одним из самых узнаваемых лезвий в мире. В 1934 году была введена в действие действие «поворот, чтобы открыть» (TTO), в котором использовались двери в виде бабочек, которые делали замену лезвия намного проще, чем раньше, когда бритвенную головку приходилось отсоединять от ручки.

Рукоятки для бритв продолжали совершенствоваться, чтобы потребителям добиться более гладкого бритья. В 1947 году была представлена ​​новая модель (ТТО), «Супер Скорость». Она была обновлена ​​в 1955 году, и были выпущены различные версии для более точного бритья. — степень близости отмечен цветом кончика ручки.

В 1955 году была выпущена первая регулируемая бритва. Это позволяет отрегулировать лезвие, чтобы увеличить гладкость бритья. Эта модель в различных версиях производилась до 1988 года.

Безопасная бритва Gillette «старого типа», выпускавшаяся между 1921 и 1928 годами.

В 1966 году бритва Super Speed ​​снова модернизирована и получила металлическую ручку, покрытую черной смолой. Он оставался в производстве до 1988 года. Сопутствующая модель Knack с более длинной пластиковой ручкой производилась с 1966 по 1975 год. В Европе Knack продавался как Slim Twist и G2000 с 1978 по 1988 год. более поздняя версия, известная как «G1000», производилась в Англии и доступна до 1998 года. Современная версия Технология с пластиковой тонкой ручкой до сих пор производится и продается в нескольких странах под названиями 7 O’clock, Gillette, Nacet, Минора, Руби и Экономика.

Продукция, снятая с производства

• Techmatic — бритва с одним лезвием, представленная в середине 1960-х годов. В нем использовался одноразовый картридж с лентой для бритвы, которая выдвигалась с помощью рычага. Это обнажило неиспользованную часть ремешка и было эквивалентно пяти лезвиям.

• Регулируемый Techmatic был версией Techmatic, датируемой 1970 годом. Регулируемая версия возможность выбора глубины бритья на картридже. Регулируемая версия была взаимозаменяема с нерегулируемой версией. Обе версии Techmatic и их картриджи были сняты с производства.

• Trac II была первой в мире бритвой с двумя лезвиями, дебютировавшей в 1971 году. Gillette утверждал, что второе лезвие уменьшло количество требуемых движений и уменьшило раздражение лица.

• Trac II Plus была идентичной моделью, но с добавлением смазочной полосы наверху лезвия. Лезвия и ручки были взаимозаменяемыми.

Европейские версии Trac II и Trac II Plus известны как GII и GII Plus соответственно.

• Атра (на некоторых рынках известная как Contour, Slalom, Vector) была представлена ​​в 1977 году первой бритвой с поворотной головкой, которая, по утверждению Gillette, облегчила мужчинам брить шею.

• Atra Plus смазочная полоска, получившая название Lubra-Soft.

Текущие продукты

• Хорошие новости! — это первая производимая в настоящее время одноразовая бритва с двумя лезвиями, выпущенная в 1976 году.

Хорошие новости! выпускается в трех формах: «Оригинал», «Хорошие новости! Плюс », который включает в себя смазочную полоску, и« Хорошие новости! Pivot Plus », включающую смазочную полоску и поворотную головку.

• Gillette Sensor дебютировал в 1990 году и был первой бритвой с подпружиненными лезвиями. Gillette утверждает, что лезвия входит в головку картриджа, когда они помогают предотвратить более гладкое бритье.

Бритва Gillette Blue II, около 2007 г. Датчик для женщин был выпущен примерно в то же время и был почти идентичен, но имел более широкую головку картриджа.

• Sensor Excel был выпущен в 1993 году. На нем были «Microfins», кусок резины с прорезями на дне картриджа. Gillette утверждал, что это помогает снять волоски на лице, услуги бритье более гладким.
• Датчик 3 имел три лезвия вместо двух. Со всеми ручками датчиков можно использовать все картриджи датчиков.

• Блю II — это линейка одноразовых бритв. В Латинской Америки он продавался как Престобарба.
• Blue 3 — это линейка бритв с тремя лезвиями, более дешевая версия Sensor 3 (совместимая с Sensor). Он доступен только в одноразовом варианте.
• Custom Plus — это серия одноразовых бритв

Custom Plus выпускается во многих вариантах: «Одноразовая бритва с фиксированным концом», «Одноразовая бритва Pivot», «Custom Plus 3 Sensitive Disposable» и «Custom Plus 3 Soothing» Одноразовые ».

• Mach 3 — первая бритва с тремя лезвиями, представленная в 1998 году, которая, по утверждению Gillette, снижает раздражение и требует меньшего количества движений. В 2016 году компания PG модернизировала бритву Gilette Mach 3.

Mach 3 отличался пятью улучшенными микропластиками и пружинными лезвиями, поворотной головкой с большей гибкостью и синей смазочной полосой, которая выцветала при использовании, чтобы побудить пользователей сменить лезвия. чаще.

• Одноразовая машина Mach 3 — Mach 3 с пластиковой рукояткой.
• Mach 3 Turbo — эта бритва была выпущена в конце 2001 года. У нее было десять микропластов вместо пяти. на оригинале — новая рукоятка, также улучшенная смазка и «антифрикционные» лезвия.

Все лезвия Mach 3 взаимозаменяемы между двумя продуктами в линейке, поэтому можно использовать лезвия Mach3 Turbo на Mach3 бритва.

• Mach 3 Turbo Champion имеет немного другую конструкцию рукоятки. Бритва Gillette Mach 3, около 2015 года

• Mach 3 Power — это аккумуляторная версия бритвы Mach3 Turbo, которая также может использовать с выключенным питанием. Лезвия отличается от Mach 3 Turbo новым покрытием, которое Gillette выглядит как «PowerGlide».
• Mach 3 Sensitive был удостоен награды «Лучший продукт 2012 года» после того, как был признан «Лучшим на выставке» на церемонии награждения программы в Мексике..

Смазка и микрорельефы идентичны Mach3Turbo. Mach3 Power Nitro имеет немного другой дизайн рукоятки.

• Венера — это подразделение бритв для женщин.

• Venus Divine — это версия Mach3 Turbo для женщин.
• Venus Vibrance — это версия M3Power для женщин. Лезвия Венера взаимозаменяемы по всей линии.
• Venus Embrace — это бритва с пятью лезвиями, вокруг которой находится полоска влаги.
• Venus Breeze — бритва с тремя лезвиями и полосками геля для бритья.

Другая версия Breeze, Venus Spa Breeze, по сути такая же, как Breeze, но с ароматом белого чая на полосках геля для бритья.

• Venus ProSkin Moisture Rich, выпущенный в январе 2011 года в США, представляет собой обновленную версию Breeze, состоящую из полосок геля для бритья Moisture Rich, усиленных тройной смесью масел для тела.

• Gillette Fusion ProGlide Power Gillette Fusion — бритва с пятью лезвиями, выпущенная в 2006 году. Fusion имеет пять лезвий спереди и одно шестое лезвие сзади для точной стрижки. Ее маркетинговую кампанию возглавляли звезды спорта Роджер Федерер, Тьерри Анри и Тайгер Вудс.

• Gillette Fusion Power — моторизованная версия Fusion. Fusion Power питается от батареи и излучает «микроимпульсы», которые, как утверждается, увеличивают скольжение бритвы.
• Fusion Power Phantom — Fusion Power Phantom (Stealth в Великобритании) был выпущен в феврале 2007 года и имеет переработанную ручку с более темной цветовой схемой, чем оригинал.
• Fusion Power Phenom был выпущен в феврале 2008 года. Он имеет синюю и серебряную цветовую схему.
• Fusion ProGlide и Fusion ProGlide Power были запущены 6 июня 2010 года в Северной Америке.

В серию ProGlide входят лезвия с модернизированной конструкцией, лезвия которых тоньше, чем у Fusion, и имеют покрытие с низким сопротивлением, которое, по утверждениям компании, позволяет лезвиям скользить.

• Fusion Proshield Flexball, выпущенный в ноябре 2015 года: лезвия имеют смазку до и после лезвия, чтобы защитить кожу во время бритья.
• Fusion Power Gamer (известный как » Cool White »на некоторых рынках)
• Fusion ProGlide FlexBall выпущен в июне 2014 г.

T ProGlide FlexBall имеет ручку, позволяющую поворачивать картридж бритвы. Gillette утверждает, что это означает на 20% меньше пропущенных волосков и возможность стричь волосы на 23 микрона короче.

Критика и споры

Желание выпускать все более дорогие продукты, каждая из которых претендует на звание «лучших из когда-либо существовавших»., привело к тому, что Gillette предъявила оспариваемые претензии в отношении своей продукции. В 2005 году судебный запрет был вынесен соперником Wilkinson Sword, который был удовлетворен Окружным судом Коннектикута, который определил, что требования Gillette были «необоснованными и неточными» и что демонстрация продукции в рекламе Gillette была «сильно преувеличена» и «буквально ложна». Хотя рекламу в США пришлось переписать, решение суда не применимо в других странах.

Продукция для бритья Procter Gamble (PG) находилась под следствием Великобритании Управление добросовестной торговли в рамках расследования предполагаемого сговора между производителями и розничными торговцами при установлении цен.

Gillette был оштрафован Autorité de la concurrence во Франции в 2016 году за установление цен на средства личной гигиены.

Реклама «Токсичной мужественности»

В январе 2019 года Gillette начал новую маркетинговую кампанию «Лучшие мужчины могут быть », чтобы отметить 30-летие слогана «Лучшее, что может получить мужчина». Кампания была открыта длинным рекламным роликом под названием «Мы верим» и направлена ​​на пропаганду позитивных ценностей среди мужчин — осуждение актов запугивания, сексизма, сексуальное насилие и токсичная мужественность. Хотя кампания получила похвалу за признание текущих социальных движений и за продвижение позитивных ценностей мужественности, она также встретила отрицательную реакцию, в том числе со стороны правых критики — их называли левой пропагандой, обвиняли своих клиентов и мизандристом, и были призывы к бойкоту Gillette. В 2019 году бизнес Gillette потерял 8 миллиардов долларов, по всей видимости, из-за рекламы.

Собственный капитал

В 1999 году Gillette как компания стоила 43 миллиарда долларов США, и было подсчитано, что стоимость бренда Gillette оценивается в 16 миллиардов долларов США.. Это равнялось 37% стоимости компании, что соответствовало DaimlerChrysler, одному из крупнейших мировых производителей автомобилей в то время.

Маркетинг

1922 г. реклама различных новых улучшенных и модели бритв старого типа

Gillette впервые представила свой давний слоган «Лучшее, что может получить человек» во время рекламы, впервые показанной во время Super Bowl XXIII в 1989 году.

Компания оказывала спонсорскую помощь в Высшей лиге бейсбола и сборной Англии по регби, а также в регби-лиге четырех наций. Спортсмены, такие как Роджер Федерер, Тайгер Вудс, Ш оаиб Малик, Дерек Джетер, Тьерри Генри, Кенан Софуоглу, Пак Джи-Сун, Рахул Дравид и Майкл Кларк спонсируются компанией, а также персонаж видеоигр Dr DisRespect.

В ноябре 2009 года компания Gillette стала предложенным бойкота в Ирландии в связи с ее одобрением. французского футболиста Тьерри Анри; его необнаруженный фолл при игре во время отборочного матча чемпионата мира по футболу способствовал победному голу Франции, исключив Ирландию из борьбы. В следующем месяце, расширяя полемику, средства массовой информации заметили «проклятие «, связанное с ведущими спортсменами, поддерживающими Gillette, также со ссылкой на Тайгера Вудса (который стал предметом скандала с неверностью в конец 2009 г.), а Роджер Федерер проиграл Николаю Давыденко во время финала мирового тура ATP 2009.

. После его открытия в 2002 году Gillette владела правами на имя на стадион Gillette в соседнем Фоксборо, где проживают Патриоты Новой Англии из Национальной футбольной лиги. Первоначальное соглашение действовало до 2017 года; в 2010 году PG продлила срок действия на 15 лет до 2031 года.

С 1990-х годов компания использовала маркетинговый список для отправки Покупаю образцов бритвы Gillette в рекламных пакетах. мужчинам на праздновании 18-летия. Кампания иногда приводила к тому, что образцы случайно отправлялись получателям за пределами демографической группы, например, 50-летней женщине (что усугублялось посылкой со слоганом «Добро пожаловать в мужественность»).

В науке

В х и разработках лазера бритвенные лезвия Gillette используются в качестве нестандартного измерения, используемого в качестве исследования проникающей способности конкретного устройства; «Лазер с четырьмя лезвиями Gillette», например, может прожечь четыре лезвия.

В музыке

Наука — не единственная необычная установка, далекая от гигиены, в лезвие бритвы Gillette имеет был использован. Некоторые музыкальные группы также использовали бритвенные лезвия Gillette для достижения определенного звука, в первую очередь английский рок группа The Kinks. Участнику Kinks Дэйву Дэвису «очень надоел этот гитарный звук — или отсутствие интересного звука», поэтому он купил «маленький зеленый усилитель… Elpico» в магазине запчастей для радиоприемников в Масвелл-Хилле, и «возился с ним », В том числе« взял провода, идущие к динамику, вставил туда штекер и подключил его прямо к моему AC30 »(больший усилитель), но не получил желаемого звука, пока не расстроился и« взял одностороннее лезвие для бритвы Gillette и разрезал конус [ от центра к краю]… так что все было измельчено, но все еще на месте, все еще нетронутым. Я играл и думал, что это потрясающе ». Звук был воспроизведен в студии, подключив Elpico к Vox AC30. Именно этот звук, благодаря бритвенному лезвию Gillette, стал источником ранних ранних записей «Изгибы», особенно на «Ты действительно получил меня » и «Весь день и всю ночь. «.

Штаб-квартира в Канаде

До конца 1980-х годов штаб-квартира Gillette Canada находилась в Монреале пригороде Мон-Рояль, Квебек, пока они не переехали на запад в другой пригород Монреаля. в Киркленде. Офисы Киркленда были закрыты в 1999 году, и Gillette Canada переехала в Миссиссога, Онтарио, пригород Торонто после приобретения Gillette Duracell. Офисы в Миссиссауге были закрыты в 2005-06 гг. После того, как Procter Gamble рела Gillette, канадская штаб-квартира Gillette размещена в центре Торонто с материнской компанией Procter Gamble на Йондж-стрит.

Ссылки

Библиография

• Маккиббен, Гордон (1998). Передний край: путь Gillette к глобальному лидерству. Пресса Гарвардской школы бизнеса. ISBN 0-87584-725-0. CS1 maint: ref = harv (ссылка )
• Уэйтс, Роберт К. (2014). Компендиум по безопасному бритве: Книга. ISBN 978-1-312-29353 -3. CS1 maint: ref = harv (ссылка )
• Gillette, King Camp (февраль 1918 г.). «Происхождение бритвы Gillette». The Gillette Blade. Бостон: Gillette Safety Razor Company. CS1 maint: ref = harv (ссылка )

Дополнительная литература

• «Кинг К. Gillette, Человек и его чудесное устройство для бритья» Рассела Адамса (1978), опубликовано Little Brown Co. из Бостона, Массачусетс, США
• Родригес, Джинджер Дж.; Салами, Дэвид Е.; Шеперд, Кеннет Р. (2005) [предыдущие статьи в томах 3 и 20]. Грант, Тина (ред..). «Компания Gillette». Международный справочник историй компаний. Фармингтон-Хиллз, Мичиган: St.James Press (Томсон Гейл ). 68 : 171–176. ISBN 1-55862-543-7.

Внешние ссылки

На Викискладе есть медиафайлы, связанные с Gillette.

• Официальный сайт
• Vintage Gillette Adjustable Double Edge Razors: Справочный сайт

6 лет назад · 1996 просмотров

15 ноября 1904 года американец Кинг Кемп Жиллетт патентует бритву со сменными лезвиями.