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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]
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.
The injector blade was the first to depart from the rectangular dimensions shared by the wedge, standard single-edge, and double-edge blades. The injector, itself, was also the first device intended to reduce the risk of injury from handling blades. The Gillette blade dispenser released in 1947 had the same purpose. [12]
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Mach 3 or variation may refer to: Supersonic speed, three times the speed of sound; M.A.C.H. 3, a 1983 LaserDisc arcade video game; Mach 3 (1987 video game) Fly Castelluccio Mach 3, a paramotor aircraft; Gillette Mach3, a line of shaving razors; Kawasaki H1 Mach III, motorcycle; Abner Jenkins or Mach-3, a Marvel Comics superhero
The first such blades were made by the Wilkinson firm, famous maker of ceremonial swords, in Sheffield. [11] Soon Gillette, Schick, and other manufacturers were making stainless steel blades. These were followed by multiple-blade cartridges and disposable razors. For each type of replaceable blade, there is generally a disposable razor.
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