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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'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 ...
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Most of the razor handles and blades are not made by Dollar Shave Club, but rather are re-sold Dorco products. [21] [22] The company also sells related accessories, such as shave butter, [23] wet wipes, [8] and moisturizer. [24] In late 2012, the company launched its program in Canada and Australia. [25] [26]
[12] [13] Gillette followed in 1971 with its Trac II cartridge razor that utilised two blades. [14] Gillette built on this twin blade design for a time, introducing new razors with added features such as a pivoting head, [15] lubricating strip, [16] and spring-mounted blades [17] until their 1998 launch of the triple-bladed Mach3 razor. [18]
Subsequent to introducing the higher-priced Mach3 in 1998, Gillette's blade sales realized a 50% increase, and profits increased in an otherwise mature market. [20] Gillette Fusion five-blade cartridge. The marketing of increasing numbers of blades in a cartridge has been parodied since the 1970s.
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