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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]
[69] [70] The Mach3 and replacement cartridges cost 35 percent more than the SensorExcel razor. [71] By 1999, Gillette was worth US$43 billion, and the brand value of Gillette was estimated to be worth US$16 billion. This equated to 37% of the company's value. [72]
With manufacturers frequently updating their shaving systems, consumers can become locked into buying their proprietary cartridges, for as long as the manufacturer continues to make them. 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 ...
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Their first challenger was manufactured by King C. Gillette: a double-edged safety razor with replaceable blades. [citation needed] Gillette's idea was the use of the "loss leader" concept, in which the razors were sold at a loss, but the replacement blades earned a high margin and provided continuous sales. They were immensely successful ...
Original – A Gillette Mach3 razor, named for the three blades in its cartridge. Reason High quality shot. Pin sharp and very detailed. Articles in which this image appears Gillette Mach3, razor FP category for this image Wikipedia:Featured pictures/Culture, entertainment, and lifestyle/Culture and lifestyle Creator
[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]
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