Fresh shave for Gillette with twin-blade update

Drug Store News, May 22, 2000 by Andrea M. Grossman

BOSTON -- In an extraordinary effort to lure customers to its line of shaving products, Gillette is applying an upgraded shave technology to its entire line of twin-bladed razors, which includes 14 brands. Gillette Comfort Blades, as they will be called, utilize key elements from Gillette's premium product Mach3, such as a thinner blade with a platinum chrome coating that is designed to cut hair more easily than traditional blades. The entire family of Gillette twin-bladed brands, which represent 51 percent of the global market, will sport a unique quality seal on newly designed packages.

Comfort Blades will be available in the United States, Canada and Europe in early November 2000. The product will be supported by a $30 million global marketing campaign including print advertising, point of sale material and secondary retail displays.

According to a Gillette spokeswoman, the initiative demonstrates Gillette's commitment to making sure it is the brand consumers turn to regardless of the tier they use. Double-blade razors, whether disposable or shaving systems, retail between $1.99 and $4.69, less than the average price of Mach3, which retails between $6.49 and $6.99.

While Gillette would not disclose price points on the new Comfort Blade rollout, the spokeswoman said much of the investment in technology for Comfort Blade was realized during the derivation of Mach3. Gillette spent a reported $750 million on research and development of the triple-blade razor. She added that consumer trade down to the Comfort Blade from Mach3 is not a concern. "Mach3 users prefer the triple blade and price is not an issue to them. Gillette has been very successful at the trade-up strategy," she said, which the company expects will result with the launch of Comfort Blade.