What next? A mini-lawnmower?
First, there was the MACH3 – one of the 90’s biggest marketing successes, and the flagship of the Gillette range of men’s razors. During its first week on the market, the MACH3 was the No.1 selling razor in the U.S., gaining a 35% over it’s nearest rivals (read more here). Heck, even David Beckham uses one. Needless to say, the MACH3 fast became, and remains, a status symbol in the metrosexual man’s bathroom cabinet.
Then, quite recently, Schick (who have been living in the rather impressive shadow of Gillette for some time now) released their 4-blade Quattro razor, obviously wanting to raise the stakes. The 4-blade Quattro has struggled to even dent the now almost impenetrable brand status built up around the MACH3.
But our friends at Gillette can’t back down on a challenge…
Introducing the 5-blade (I kid you not) Gillette Fusion Razor. Thanks to Seth’s Blog and Business2Day Blog for the links.
I agree with B2Day – this can only be classified as a gimmick. Do five blades really cut closer than two? Or even one, for that matter? And, to be quiet honest, my wife doesn’t rub up to my cheek like the lady in the ads (nobody else wants to, either), so who’s going to know besides me anyway?
Funny thing is, knowing all this, my MACH3 is already starting to look inadequate…
However, the funniest part of it all comes thanks to an article (sensitive viewers may be disturbed) written at satirist’s paradise ‘The Onion’ on – get this – 11 Oct 2004. Coincidence?
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I reckon that we just don’t know it, but Gillette has been purchased in the last 12 months by Microsoft. They are the masters of ‘adding another blade you didn’t need but really good at convincing you, you did”. In fact something unknown to most people, is that if you took Bill Gate’s name and re-configured the letters added a couple, dropped one or two, and you’d be able to spell Gillette. Freaky or what!
You heard it here first.