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Dry Idea is an American brand of antiperspirant manufactured and sold by Thriving Brands LLC. Introduced in 1978 by Gillette Company, Dry Idea was acquired by The Dial Corporation along with the Soft & Dri and Right Guard brands in 2006 for $420 million as a condition set forth by antitrust authorities for Procter & Gamble's $57 billion acquisition of Gillette. [1]
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 $88 in ...
As a result, Rise gel was withdrawn from the market. [9] The company also successfully sued The Gillette Company for infringement based on its Foamy brand gel. [10] [11] Foamy, which had long been the best-selling shaving cream, had introduced a gel version in 1983 to compete with Edge. [12]
In January 2018, Edgewell announced it had entered an agreement to acquire luxury men's skincare brand Jack Black for an undisclosed sum. [8] The deal closed in March 2018. [9] In May 2019, Edgewell announced it would purchase the razor company Harry's, including their female-focused Flamingo brand, for $1.37 billion. [10]
Gillette budgeted $300 million for a two-year advertising campaign for the Mach3 razor. [9] [11] Gillette marketed the three blade design as allowing for a shave with less pressure to the skin and with fewer strokes, thereby reducing skin irritation. The Mach3 razor was released in North America during the last week of June 1998. [12]
Gillette then spent the next few years trying to find how to successfully market a body spray for teenage boys. [1] As a result of their research, TAG was released in the beginning of 2005. Gillette decided not to include any sign that Gillette manufactured the product on the product itself or in the advertising.
Estro-maxx — This 2011 ad, promoting a once-a-day pill that gives pre-op transgender women all the hormones they need, raised the ire of LGBT media-monitoring group GLAAD, which branded the skit's use of "men with facial hair wearing dresses" as "degrading the lives and experiences of transgender women."
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