Gillette is an American
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
of
safety razor
A safety razor is a shaving implement with a protective device positioned between the edge of the blade and the skin. The initial purpose of these protective devices was to reduce the level of skill needed for injury-free shaving, thereby reduc ...
s and other
personal care
Personal care or toiletries are consumer products used in personal hygiene, personal grooming or for beautification.
Products
Personal care includes products as diverse as cleansing pads, colognes, cotton swabs, cotton pads, deodorant, eye lin ...
products including shaving supplies, owned by the multi-national corporation
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
(P&G).
Based in
Boston
Boston (), officially the City of Boston, is the state capital and most populous city of the Commonwealth of Massachusetts, as well as the cultural and financial center of the New England region of the United States. It is the 24th- mo ...
,
, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005. The Gillette Company was founded by
King C. Gillette
King Camp Gillette (January 5, 1855 – July 9, 1932) was an American businessman who invented a bestselling version of the safety razor. Gillette's innovation was the thin, inexpensive, disposable blade of stamped steel. Gillette is often err ...
in 1901 as a safety razor
manufacturer
Manufacturing is the creation or production of goods with the help of equipment, labor, machines, tools, and chemical or biological processing or formulation. It is the essence of secondary sector of the economy. The term may refer to a ran ...
.
Under the leadership of Colman M. Mockler Jr. as CEO from 1975 to 1991,
the company was the target of multiple
takeover
In business, a takeover is the purchase of one company (the ''target'') by another (the ''acquirer'' or ''bidder''). In the UK, the term refers to the acquisition of a public company whose shares are listed on a stock exchange, in contrast to t ...
attempts, from
Ronald Perelman
Ronald Owen Perelman (; born January 1, 1943) is an American banker, businessman and investor. MacAndrews & Forbes Incorporated, his company, has invested in companies with interests in groceries, cigars, licorice, makeup, cars, photography, t ...
and Coniston Partners.
In January 2005, Procter & Gamble announced plans to merge with the Gillette Company.
The Gillette Company's assets were incorporated into a P&G unit known internally as "Global Gillette". In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette's brands and products were divided between the two accordingly. The Gillette R&D center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (known as "Gillette World Shaving Headquarters"), still exist as functional working locations under the Procter & Gamble-owned Gillette brand name.
Gillette's subsidiaries
Braun
Braun is a common surname, originating from the German word for the color brown. The name is the 22nd most common family name in Germany. Many German emigrants to the United States also changed their name to ''Brown'' (''see Brown (surname)'') ...
and
Oral-B
Oral-B is an American brand of oral hygiene products, including toothpastes, toothbrushes, electric toothbrushes, and mouthwashes. The brand has been in business since the invention of the Hutson toothbrush in 1950 and in Redwood City, Californ ...
, among others, have also been retained by P&G.
History
Inception and early years
The Gillette company and brand originate from the late 19th century when salesman and inventor
King Camp Gillette
King Camp Gillette (January 5, 1855 – July 9, 1932) was an American businessman who invented a bestselling version of the safety razor. Gillette's innovation was the thin, inexpensive, disposable blade of stamped steel. Gillette is often err ...
came up with the idea of a
safety razor
A safety razor is a shaving implement with a protective device positioned between the edge of the blade and the skin. The initial purpose of these protective devices was to reduce the level of skill needed for injury-free shaving, thereby reduc ...
that used disposable blades. Safety razors at the time were essentially short pieces of a
straight razor
A straight razor is a razor with a blade that can fold into its handle. They are also called open razors and cut-throat razors. The predecessors of the modern straight razors include bronze razors, with cutting edges and fixed handles, produced b ...
clamped to a holder. The blade had to be
stropped before each shave and after a time needed to be
honed by a cutler. Gillette's invention was inspired by his mentor at
Crown Cork & Seal Company
Crown Holdings, Inc., formerly Crown Cork & Seal Company, is an American company that makes metal beverage and food cans, metal aerosol containers, metal closures and specialty packing. Founded in 1892, it is headquartered in Yardley, Pennsylvan ...
,
William Painter, who had invented the
Crown cork. Painter encouraged Gillette to come up with something that, like the Crown cork, could be thrown away once used.
While Gillette came up with the idea in 1895, developing the concept into a working model and drawings that could be submitted to the
Patent Office took six years. Gillette had trouble finding anyone capable of developing a method to manufacture blades from thin
sheet steel
Sheet metal is metal formed into thin, flat pieces, usually by an industrial process. Sheet metal is one of the fundamental forms used in metalworking, and it can be cut and bent into a variety of shapes.
Thicknesses can vary significantly; ex ...
, but finally found William Emery Nickerson, an
MIT
The Massachusetts Institute of Technology (MIT) is a private land-grant research university in Cambridge, Massachusetts. Established in 1861, MIT has played a key role in the development of modern technology and science, and is one of the mo ...
graduate with a degree in chemistry. Gillette and other members of the project founded The American Safety Razor Company on September 28, 1901. The company had issues getting funding until Gillette's old friend John Joyce invested the necessary amount for the company to begin manufacturing.
Production began slowly in 1903, but the following year Nickerson succeeded in building a new blade grinding machine that had bottlenecked production. During its first year of operation, the company had sold 51 razors and 168 blades, but the second year saw sales rise to 90,884 razors and 123,648 blades. The company was renamed to the Gillette Safety Razor Company in 1904 and it quickly began to expand outside the United States. In 1905 the company opened a sales office in London and a blade manufacturing plant in Paris, and by 1906 Gillette had a blade plant in Canada, a sales operation in Mexico, and a European distribution network that sold in many nations, including Russia.
First World War and the 1920s
Due to its premium pricing strategy, the Gillette Safety Razor Company's razor and blade unit sales grew at a modest pace from 1908 to 1916. Disposable razor blades still were not a true mass-market product, and
barbershops and self-shaving with a straight razor were still popular methods of grooming. Among the general U.S. population, a two-day stubble was not uncommon. This changed once the United States declared war on the
Central Powers
The Central Powers, also known as the Central Empires,german: Mittelmächte; hu, Központi hatalmak; tr, İttifak Devletleri / ; bg, Централни сили, translit=Tsentralni sili was one of the two main coalitions that fought in ...
in 1917; military regulations required every soldier to provide their own shaving kit, and Gillette's compact kit with disposable blades outsold competitors whose razors required stropping. Gillette marketed their razor by designing a military-only case decorated with U.S. Army and Navy insignia and in 1917 the company sold 1.1 million razors.
In 1918, the U.S. military began issuing Gillette shaving kits to every U.S. serviceman. Gillette's sales rose to 3.5 million razors and 32 million blades. As a consequence, millions of servicemen got accustomed to daily shaving using Gillette's razor. After the war, Gillette utilized this in their domestic marketing and used advertising to reinforce the habit acquired during the war.
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 () – the selling price of the previous razor – the original razor was renamed to the Old Type and sold in inexpensive packaging as "Brownies" for $1 (). While some Old Type models were still sold in various kinds of packaging for an average price of $3.50, the Brownie razors made a Gillette much more affordable for the average person and expanded the company's blade market significantly. From 1917 to 1925, Gillette's unit sales increased tenfold. The company also expanded its overseas operations right after the war by opening a manufacturing plant in
Slough
Slough () is a town and unparished area in the unitary authority of the same name in Berkshire, England, bordering west London. It lies in the Thames Valley, west of central London and north-east of Reading, at the intersection of the M4 ...
, near London, to build New Improved razors, and setting up dozens of offices and subsidiaries in Europe and other parts of the world.
Gillette experienced a setback at the end of the 1920s as its competitor AutoStrop sued for patent infringement. The case was settled out of court with Gillette agreeing to buy out AutoStrop for 310,000
non-voting shares
Non-voting stock is the stock that provides the shareholder very little or no vote on corporate matters, such as election of the board of directors or mergers. This type of share is usually implemented for individuals who want to invest in the com ...
. However, before the deal went through, it was revealed in an audit that Gillette had been overstating its sales and profits by $12 million over a five-year period and giving bonuses to its executives based on these numbers. AutoStrop still agreed to the buyout but instead demanded a large amount of
preferred stock
Preferred stock (also called preferred shares, preference shares, or simply preferreds) is a component of share capital that may have any combination of features not possessed by common stock, including properties of both an equity and a debt ins ...
with voting rights. The merger was announced on October 16, 1930, and gave AutoStrop's owner
Henry Gaisman controlling interest in Gillette.
1930s and the Second World War
The Great Depression
The Great Depression (19291939) was an economic shock that impacted most countries across the world. It was a period of economic depression that became evident after a major fall in stock prices in the United States. The economic contagio ...
weakened Gillette's position in the market significantly. The company had fallen behind its competitors in blade manufacturing technology in the 1920s and had let
quality control
Quality control (QC) is a process by which entities review the quality of all factors involved in production. ISO 9000 defines quality control as "a part of quality management focused on fulfilling quality requirements".
This approach places ...
slip while over-stretching its production equipment in order to hurry a new Kroman razor and blade to market in 1930. In 1932, Gillette apologized for the reduction in blade quality, withdrew the Kroman blade, and introduced the Blue Blade (initially called the Blue Super Blade) as its replacement. Other Gillette introductions during the Depression years were the Brushless Shaving Cream and an electric shaver that was soon discontinued due to modest sales.
In 1938 Gillette introduced the Thin Blade, which was cheaper and about half the weight of the Blue Blade, even though it cost almost as much to manufacture. The Thin Blade became more popular than the Blue Blade for several years during the Second World War due to high demand of low-cost products and the shortage of carbon steel. Beginning in 1939, Gillette began investing significant amounts on advertising in sports events after its advertising in the
World Series
The World Series is the annual championship series of Major League Baseball (MLB) in the United States and Canada, contested since 1903 between the champion teams of the American League (AL) and the National League (NL). The winner of the World ...
increased sales more than double the company had expected. It eventually sponsored a radio program, the ''
Gillette Cavalcade of Sports
The ''Gillette Cavalcade of Sports'' is an American radio-turned-television program by the National Broadcasting Company (NBC) that ran from 1942 to 1960. The program included broadcasts of a variety of sports, although it is primarily remembered ...
'', which would move to television as well as that medium expanded in the late 1940s. While the ''Cavalcade'' aired many of the notable sporting events of the time (the
Kentucky Derby
The Kentucky Derby is a horse race held annually in Louisville, Kentucky, United States, almost always on the first Saturday in May, capping the two-week-long Kentucky Derby Festival. The competition is a Grade I stakes race for three-year ...
, college football bowl games, and baseball, amongst others) it became most famous for its
professional boxing
Professional boxing, or prizefighting, is regulated, sanctioned boxing. Professional boxing bouts are fought for a purse bid, purse that is divided between the boxers as determined by contract. Most professional bouts are supervised by a regula ...
broadcasts.
Though competition hit Gillette hard in the domestic market during the Great Depression, overseas operations helped keep the company afloat. In 1935 more than half of Gillette's earnings came from foreign operations and in 1938 – the worst of the Depression years for Gillette, with a mere 18 percent market share – nearly all of the company's $2.9 million earnings came from outside the United States. AutoStrop's Brazilian factory allowed Gillette to start expanding into the Latin America. In England the Gillette and AutoStrop operations were combined under the Gillette name, where the company built a new blade manufacturing plant in London. In 1937, Gillette's Berlin factory produced 40 percent of Germany's 900 million blades and retained a 65 to 75 percent share of the German blade market.
The Second World War reduced Gillette's blade production both domestically and internationally. As a result of the war, many markets were closed off, German and Japanese forces
expropriated
Eminent domain (United States, Philippines), land acquisition (India, Malaysia, Singapore), compulsory purchase/acquisition (Australia, New Zealand, Ireland, United Kingdom), resumption (Hong Kong, Uganda), resumption/compulsory acquisition (Austr ...
the company's plants and property, and Gillette's plants in Boston and London were partially converted for weapons production. In 1942, the
War Production Board
The War Production Board (WPB) was an agency of the United States government that supervised war production during World War II. President Franklin D. Roosevelt established it in January 1942, with Executive Order 9024. The WPB replaced the Sup ...
ordered Gillette to dedicate its entire razor production and most blade production to the U.S. military. By the end of the war, servicemen had been issued 12.5 million razors and 1.5 billion blades. Gillette also assisted the U.S. Army in military intelligence by producing copies of German razor blades for secret agents venturing behind German lines so that their identities wouldn't be compromised by their shaving equipment. The company also manufactured razors that concealed money and escape maps in their handles, and magnetic double-edge blades that
prisoners of war
A prisoner of war (POW) is a person who is held Captivity, captive by a belligerent power during or immediately after an armed conflict. The earliest recorded usage of the phrase "prisoner of war" dates back to 1610.
Belligerents hold priso ...
could use as a compass.
Recovery from the war and diversification
During the post-war years, Gillette began to quickly ramp up production by modernizing its major manufacturing plants in the United States and England, expanding the capacity of several foreign plants, and re-opening plants closed during the war. The company opened a new plant in Switzerland and began manufacturing blades in Mexico City. Sales rose to $50 million in 1946 and in 1947 Gillette sold a billion blades. By 1950, Gillette's share of the U.S. blade market had climbed to 50 percent. During the 1950s, the company updated and in some cases moved some of its older European factories: the Paris factory, for example, was moved to
Annecy
Annecy ( , ; frp, Èneci or ) is the prefecture and largest city of the Haute-Savoie department in the Auvergne-Rhône-Alpes region of Southeastern France. It lies on the northern tip of Lake Annecy, south of Geneva, Switzerland. Nicknamed ...
.
In 1947 Gillette introduced the Gillette Super Speed razor and along with it the Speed-pak blade dispenser the company had developed during the war. The dispenser allowed the blade to be slid out of the dispenser into the razor without danger of touching the sharp edge. It also had a compartment for holding used blades.
In 1948 Gillette bought the home
permanent
Permanent may refer to:
Art and entertainment
* ''Permanent'' (film), a 2017 American film
* ''Permanent'' (Joy Division album)
* "Permanent" (song), by David Cook
Other uses
* Permanent (mathematics), a concept in linear algebra
* Permanent (cy ...
kit manufacturer The Toni Company and later expanded into other feminine products such as shampoos and hair sprays. In 1955 the company bought the ballpoint pen manufacturer
Paper Mate
Paper Mate is a registered division of Sanford L.P., a Newell Brands company that produces writing instruments. Paper Mate's offices are located in Oak Brook, Illinois, along with those of Newell Rubbermaid's other office products divisions.
Its ...
and in 1960 they introduced Right Guard aerosol deodorant. Gillette bought the disposable hospital supplies manufacturer Sterilon Corporation in 1962.
Television advertising played a big part in Gillette's post-war growth in the United States. The company began TV advertising in 1944 and in 1950 it spent $6 million to acquire exclusive sponsorship rights to the World Series for six years. By the mid-1950s, 85 percent of Gillette's advertising budget was used for television advertising. The company also advertised the Toni product line by sponsoring the TV show
Arthur Godfrey and His Friends
''Arthur Godfrey and His Friends'' is an American television variety show hosted by Arthur Godfrey. The hour-long series aired on CBS Television from January 1949 to June 1957 (as ''The Arthur Godfrey Show'' after September 1956), then again as a ...
and the 1958
Miss America
Miss America is an annual competition that is open to women from the United States between the ages of 17 and 25. Originating in 1921 as a "bathing beauty revue", the contest is now judged on competitors' talent performances and interviews. As ...
contest and its winner.
Although Gillette's immediate priority after the war was satisfying U.S. demand and later diversifying its domestic business, the company pursued expansion in foreign markets that showed potential for growth, such as Latin America and Asia. However, the
Cold War
The Cold War is a term commonly used to refer to a period of geopolitical tension between the United States and the Soviet Union and their respective allies, the Western Bloc and the Eastern Bloc. The term '' cold war'' is used because the ...
restricted Gillette's operations in many parts of the world and closed entire markets the company would have otherwise entered in Russia, China, Eastern Europe, Near East, Cuba, and parts of Asia. More and more countries demanded local ownership for foreign enterprise in exchange for continued operation or entry into their markets. Outside the U.S. and European markets, Gillette spent time and money building manufacturing facilities and distribution networks in anticipation that the markets would eventually be opened up and nationalistic restrictions lifted. Some of Gillette's joint ventures included a 40 percent Gillette 60 percent Malaysian mini-plant operation that began production in 1970, and an Iranian manufacturing plant with 51 percent government ownership. The Iran plant was one of Gillette's largest and most modern factories until the
Iranian Revolution
The Iranian Revolution ( fa, انقلاب ایران, Enqelâb-e Irân, ), also known as the Islamic Revolution ( fa, انقلاب اسلامی, Enqelâb-e Eslâmī), was a series of events that culminated in the overthrow of the Pahlavi dynas ...
of 1979 when
Ayatollah Khomeini
Ruhollah Khomeini, Ayatollah Khomeini, Imam Khomeini ( , ; ; 17 May 1900 – 3 June 1989) was an Iranian political and religious leader who served as the first supreme leader of Iran from 1979 until his death in 1989. He was the founder of ...
rose into power and American businesses were targeted as enemies of the new government, forcing Gillette to abandon the operation and withdraw from the country.
Super Blue and the Wilkinson shock
In 1960, Gillette introduced the Super Blue blade, the company's first coated blade, and the first significantly improved razor blade since the Blue Blade of the 1930s. The new blade was coated with silicone and in Gillette's laboratory testing produced much more comfortable and close shaves by reducing the blade's adhesion to whiskers. Super Blue was a success and sold more than the Blue Blade and Thin Blade combined. By the end of 1961, Gillette's double edge blade market share had risen to 90 percent and the company held a total razor blade market share of 70 percent.
In 1962, roughly two years after the introduction of the Super Blue blade,
Wilkinson Sword
Wilkinson Sword is a formerly British brand for Safety razor, razors and other personal care products sold in Europe, owned by the US company Edgewell Personal Care. The company was founded as a manufacturer of guns made in Shotley Bridge in Co ...
introduced the world's first razor blade made from
stainless steel
Stainless steel is an alloy of iron that is resistant to rusting and corrosion. It contains at least 11% chromium and may contain elements such as carbon, other nonmetals and metals to obtain other desired properties. Stainless steel's corros ...
. According to users, the blade stayed sharp about three times longer than the best carbon steel blades – including Gillette's. Wilkinson's introduction took Gillette by surprise and the company struggled to respond as its smaller rivals,
Schick and the
American Safety Razor Company
American Safety Razor Company is a personal care brand founded in the early 20th century (1906) by a merging of the Gem Cutlery Company & Ever-Ready and has been a principal competitor to Gillette for a century and more. It is unrelated to the G ...
, came out with their own stainless steel blade. However, during the development of the silicon coating for the Super Blue blade, Gillette had also discovered the method of producing coated stainless steel blades that Wilkinson Sword was using and managed to patent it before Wilkinson did. The English company was forced to pay royalty to Gillette for each blade it sold.
Gillette hesitated in bringing its own stainless steel blades to market as Super Blue had been a huge success and replacing it with a longer-lasting blade would have reduced profits. The company eventually brought the Gillette Stainless blade to the market in August 1963, about a year after Wilkinson's stainless blades. As a result of the affair, Gillette's share of the double-edge blade market dropped from 90 percent to about 70 percent.
Two years after the introduction of the Gillette Stainless blades, the company brought out the Super Stainless blades – known in Europe as Super Silver – that were made from an improved steel alloy. Gillette also introduced the Techmatic, a new type of razor that used a continuous spool of stainless blade housed in a plastic cartridge.
The success of the coated Super Blue blades marked the start of a period when chemistry became as important as metallurgy in Gillette's blade manufacturing. The Super Blue's coating was a result of teamwork between the Gillette's British and American scientists. As a result of the Wilkinson ordeal, Gillette's then-chairman Carl Gilbert increased the company's spending on research and development facilities in the U.S., championed the building of a research facility in
Rockville, Maryland
Rockville is a city that serves as the county seat of Montgomery County, Maryland, and is part of the Baltimore–Washington metropolitan area. The 2020 census tabulated Rockville's population at 67,117, making it the fifth-largest community in ...
, and encouraged further expansion of R&D activities in England.
Trac II: The move to cartridge razors
The development of Gillette's first twin-blade razor began in early 1964 in the company's Reading laboratories in England when a new employee, Norman C. Welsh, experimented with tandem blades and discovered what he called the "hysteresis effect"; a blade pulling the whisker out of the hair follicle before cutting it, and enabling a second blade to cut the whisker even shorter before it retracted back into the follicle. For six years afterwards, Welsh and his colleagues worked on a means of utilizing the hysteresis effect, almost exclusively concentrating on what would later be known as the Atra twin-blade system. The Atra razor featured two blades set in a plastic cartridge with edges that faced each other. Using the razor required the user to move it in an up-and-down scrubbing motion, and whiskers were cut on both the up and down strokes. Another twin-blade system with blades set in tandem, codenamed "Rex", also existed, but it had too many technical problems and was behind Atra in development.
In consumer tests, the Atra razor had outperformed existing razor systems, but Gillette's marketing executives feared the razor would meet resistance among shavers due to the unfamiliar scrubbing motion required to use it. Even though the Atra project was so far along in mid-1970 that packaging and production machinery was nearly ready for a full market introduction, Gillette decided to start a development drive to finish Rex instead as it did not require learning a new way to shave. The project succeeded, Atra was abandoned, and Gillette announced the first twin-blade razor – now renamed to Trac II – in the fall of 1971. The Trac II captured the premium shaving market and came out in time to counter Wilkinson Sword's Bonded Blade system that utilized single-blade cartridges.
The challenge of disposables
In 1974, the French
Société Bic
Société Bic S.A., commonly called Bic and stylized as BiC, is a French manufacturing corporation based in Clichy, Hauts-de-Seine. It sells a world-leading brand of lighters and pens since its founding by Marcel Bich (1914–1994) in 1945, an ...
introduced the world's first
disposable razor
A razor is a bladed tool primarily used in the removal of body hair through the act of shaving. Kinds of razors include straight razors, safety razors, disposable razors, and electric razors.
While the razor has been in existence since before t ...
. The razor was first brought to the market in Greece, where it sold well, after which it was introduced to Italy and many other European countries. Gillette hurried to develop their own disposable before Bic could bring their razor to the United States. Gillette designed a single-blade razor similar to Bic's but soon abandoned the concept in favor of a razor that was essentially a Trac II cartridge molded into a blue plastic handle. Gillette introduced this disposable as the Good News in 1976, about a year before Bic's razor reached the United States, and managed to establish market leadership once Bic and other competitors came to market. Good News was released under various names in Europe and was equally and sometimes even more successful than Bic's razor. Gillette quickly brought its razor to markets Bic hadn't yet reached, such as Latin America where the razor was known as Prestobarba.
In Latin America, Gillette used a so-called
cannibalization strategy by selling the razor in several
market segments
In marketing, market segmentation is the process of dividing a broad consumer or business market (economics), market, normally consisting of existing and potential customers, into sub-groups of consumers (known as ''segments'') based on some typ ...
: along with the heavily advertised Prestobarba, the razor was also sold under different names – such as Permasharp II in Mexico and Probak II in Brazil – and sold for at least 10 to 15 percent less. The less expensive variants were differentiated from the blue Prestobarba by manufacturing them from yellow plastic with handle less ergonomically comfortable, and in addition, they were not advertised or eventually has
negative marketing aimed at promoting the sale of the most profitable products in Gillette's razors line. The strategy was successful and later market arrivals were unable to gain a major foothold. Once the approach proved to be a successful one, Gillette's subsidiaries in Russia, Poland, and multiple Asian and Near Eastern markets began utilizing the same strategy.
While Gillette managed to retain market leadership against Bic and other competitors, the popularity of disposable razors, their higher production cost compared to cartridges, and price competition eroded the company's profits. Gillette had at first hoped that disposables would take no more than 10 percent of the total razor and blades market, but by 1980, disposables accounted for more than 27 percent of the world shaving market in terms of unit sales, and 22 percent of total revenue. John W. Symons began steering Gillette into a different direction after becoming the director of Gillette's European Sales Group in 1979. Despite Gillette's strong sales and a large share of the European razor and blades market – 70 percent, which was higher than in the United States – cash flow was declining. In Symons's view, the issue was Gillette's attempt to compete with Bic in the disposables market, which was eating into the sales of its more profitable cartridge razors. Symons reduced the marketing budget of disposables in Europe and hired the advertising agency
BBDO
BBDO is a worldwide advertising agency network, with its headquarters in New York City. The agency originated in 1891 with the George Batten Company, and in 1928, through a merger with Barton, Durstine & Osborn (BDO), the agency became Batten, B ...
's London branch to create an ad campaign to make Gillette's blade and razor systems – such as Contour – more desirable in the eyes of men. The new marketing strategy, combined with cutting costs and centralizing production increased profits. In 1985, Gillette's profits in the European market were $96 million, while two years previously they were $77 million.
![Gillette old](https://upload.wikimedia.org/wikipedia/commons/d/dc/Gillette_old.png)
In 1980, Gillette introduced Atra – known in Europe as Contour – a twin-blade razor with a pivoting head. The razor became a best-seller in the United States during its first year and eventually became a market leader in Europe.
Acquisitions and takeover attempts
In 1984, Gillette agreed to acquire Oral-B Laboratories from dental care company Cooper Laboratories for $188.5 million in cash.
Revlon Group's
Ronald Perelman
Ronald Owen Perelman (; born January 1, 1943) is an American banker, businessman and investor. MacAndrews & Forbes Incorporated, his company, has invested in companies with interests in groceries, cigars, licorice, makeup, cars, photography, t ...
offered to purchase 86.1 percent of Gillette for $3.8 billion in 1986, valuing the company at $4.1 billion. Gillette also bought back Revlon's stake in the company for $558 million. Revlon made two additional unsolicited requests to purchase Gillette for $4.66 billion and $5.4 billion in June and August 1987, respectively, both of which were rejected by Gillette's board of directors.
In 1988, Coniston Partners acquired approximately 6 percent of Gillette. Hoping to acquire four directors' seats and pressure Gillette to sell, Coniston forced a proxy vote in April. The companies filed suits against one another, resulting in a settlement in August. Gillette repurchased approximately 16 million shares for $720 million and Coniston agreed not to purchase many Gillette shares, participate in proxy contests, or otherwise seek control of the company for three years.
In 1989,
Warren Buffett
Warren Edward Buffett ( ; born August 30, 1930) is an American business magnate, investor, and philanthropist. He is currently the chairman and CEO of Berkshire Hathaway. He is one of the most successful investors in the world and has a net w ...
's
Berkshire Hathaway
Berkshire Hathaway Inc. () is an American Multinational corporation, multinational conglomerate (company), conglomerate holding company headquartered in Omaha, Nebraska, United States. Its main business and source of capital is insurance, from ...
purchased $600 million worth of Gillette convertible preferred shares. Buffett filled a vacant seat on the company's board and agreed not to sell his stake "except in a change of control or if insurance regulators force a sale of the stock in the event Gillette's financial condition falters", reducing the chances of a takeover. During late 1989 and early 1990, Gillette launched the new product Sensor with a $175 million marketing campaign in 19 countries in North America and Western Europe.
Early to mid-1990s
In 1990, Gillette attempted to purchase
Wilkinson Sword
Wilkinson Sword is a formerly British brand for Safety razor, razors and other personal care products sold in Europe, owned by the US company Edgewell Personal Care. The company was founded as a manufacturer of guns made in Shotley Bridge in Co ...
's U.S. and non-European operations. The
Department of Justice
A justice ministry, ministry of justice, or department of justice is a ministry or other government agency in charge of the administration of justice. The ministry or department is often headed by a minister of justice (minister for justice in a v ...
prevented the sale of Wilkinson's U.S. assets to prevent a significant reduction in competition by eliminating one of the top four blade suppliers when Gillette already controlled approximately half of the nation's razor market. Gillette launched the Series line of men's grooming products, including scented shaving gels, deodorants, and skin-care items, in 1992. The company's SensorExcel launched in Europe and Canada in 1993, followed by the United Kingdom and United States in 1994. In 1996, Gillette launched several new products for women and teenage boys, including the SensorExcel for Women, a moisturizer, a shaving gel, and a body spray.
Beginning of the Razor Wars
The company launched the new shaving system
Gillette Mach3
The Gillette Mach3 (, ) is a line of razors
A razor is a bladed tool primarily used in the removal of body hair through the act of shaving. Kinds of razors include straight razors, safety razors, disposable razors, and electric razors.
Whi ...
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 Mach3 and replacement cartridges cost 35 percent more than the SensorExcel razor. By 1999, Gillette was worth US$43 billion, and the
brand value
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
of Gillette was estimated to be worth US$16 billion. This equated to 37% of the company's value. In 2000, Gillette's board fired CEO Michael Hawley; he was replaced by former
Nabisco
Nabisco (, abbreviated from the earlier name National Biscuit Company) is an American manufacturer of cookies and snacks headquartered in East Hanover, New Jersey. The company is a subsidiary of Illinois-based Mondelēz International.
Nabisco's ...
CEO
James M. Kilts
James M. Kilts was a chief executive officer of The Gillette Company. He negotiated the sale of the company to Procter & Gamble for US$57 billion. Press investigators estimate that he stood to gain more than $165 million personally in the purchase. ...
in early 2001. In 2003, Schick-Wilkinson Sword introduced the Quattro, a four-blade shaving system, increasing the company's market share to 17 percent. Gillette claimed the Quattro infringed on the Mach3 patents.
Gillette's efforts were unsuccessful, but the company maintained approximately two-thirds of the global wet-razor market as of mid-2005.
Procter & Gamble acquisition to present
In 2005,
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
announced plans to acquire Gillette for more than $50 billion, which would position P&G as the world's largest consumer products company. The deal was approved by the
Federal Trade Commission
The Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mission is the enforcement of civil (non-criminal) antitrust law and the promotion of consumer protection. The FTC shares jurisdiction ov ...
. Gillette introduced the world's first 5-blade razor, called the Fusion, during 2005–2006, marking the company's first launch after the P&G acquisition. By 2010, the Fusion was the world's highest selling blade and razor brand, reaching $1 billion in annual sales faster than any prior P&G product. Gillette's Fusion ProSeries skincare line, launched in 2010, included a thermal facial scrub, a face wash, a lotion, and a moisturizer with
sunscreen
Sunscreen, also known as sunblock or sun cream, is a photoprotective topical product for the skin that mainly absorbs, or to a much lesser extent reflects, some of the sun's ultraviolet (UV) radiation and thus helps protect against sunburn and ...
. The Gillette Fusion ProGlide Styler for facial hair grooming was introduced in 2012, with
André 3000
André Lauren Benjamin (born May 27, 1975), better known as André 3000, is an American rapper, singer, songwriter, record producer and actor. He is best known for being a part of southern hip hop duo Outkast alongside fellow rapper Big Boi.
B ...
,
Gael García Bernal
Gael García Bernal (; born 30 November 1978) is a Mexican actor and producer. He is best known for his performances in the films '' Bad Education'', '' The Motorcycle Diaries'', ''Amores perros'', ''Y tu mamá también'', ''Babel'', '' Coco'', ...
, and
Adrien Brody
Adrien Nicholas Brody (born April 14, 1973) is an American actor. He received widespread recognition and acclaim after starring as Władysław Szpilman in Roman Polanski's '' The Pianist'' (2002), for which he won the Academy Award for Best Acto ...
serving as brand ambassadors.
In 2015, the company launched a subscription service called Gillette Shave Club and later filed a lawsuit against
Dollar Shave Club
Dollar Shave Club is an American company based in Venice, California, that delivers razors and other personal grooming products to customers by mail. It delivers razor blades on a monthly basis and offers additional grooming products for home del ...
for patent infringement. The Dollar Shave Club lawsuit was criticized for revealing flaws in Gillette's own patents
and as a perceived attempt to drive away an upstart competitor; the lawsuit was dropped two months later after Dollar Shave Club filed a countersuit.
In 2019, the company partnered with
TerraCycle
TerraCycle is a private U.S.-based recycling business headquartered in Trenton, New Jersey. It primarily runs a volunteer-based recycling platform to collect non-recyclable pre-consumer and post-consumer waste on behalf of corporate donors or ...
to create a U.S. recycling program for blades, razors, and packaging for any brand. In 2020, Gillette announced a commitment to reduce the use of virgin (unrecycled) plastics by 50 percent by 2030 and maintain zero waste to landfill status across all plants.
Product history
Double-edged safety razors
The first
safety razor
A safety razor is a shaving implement with a protective device positioned between the edge of the blade and the skin. The initial purpose of these protective devices was to reduce the level of skill needed for injury-free shaving, thereby reduc ...
using the new
disposable
A disposable (also called disposable product) is a product designed for a single use after which it is recycled or is disposed as solid waste. The term is also sometimes used for products that may last several months (e.g. disposable air filter ...
blade went on sale in 1903.
Gillette maintained a limited range of models of this new type razor until 1921 when the original Gillette patent expired.
In anticipation of the event, Gillette introduced a redesigned razor and offered it at a variety of prices in different cases and finishes, including the long-running “aristocrat". Gillette continued to sell the original razor but instead of pricing it at $5, it was priced at $1, making a Gillette razor truly affordable to every man regardless of economic class. In 1932 the Gillette Blue Blade, so-named because it was dipped in blue lacquer, was introduced. It became one of the most recognizable blades in the world. In 1934 the "twist to open" (TTO) design was instituted, which featured butterfly-like doors that made blade changing much easier than it had been, wherein the razor head had to be detached from the handle.
Razor handles continued to advance to allow consumers to achieve a closer shave. In 1947, the new (TTO) model, the ''"Super Speed"'', was introduced. This was updated in 1955, with different versions being produced to shave more closely – the degree of closeness being marked by the color of the handle tip.
In 1955, the first ''adjustable'' razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1988.
The Super Speed razor was again redesigned in 1966 and given a black resin coated metal handle. It remained in production until 1988. A companion model the, ''"Knack"'', with a longer plastic handle, was produced from 1966 to 1975. In Europe, the Knack was sold as "Slim Twist" and "G2000" from 1978 to 1988, a later version known as "G1000" was made in England and available until 1998. A modern version of the Tech, with a plastic thin handle, is still produced and sold in several countries under the names 7 O'clock, Gillette, Nacet, Minora, Rubie, and Economica.
Discontinued products
* Techmatic was a single blade razor introduced in the mid-1960s. It featured a disposable cartridge with a razor band which was advanced by means of a lever. This exposed an unused portion of the band and was the equivalent of five blades. This product line also included the Adjustable Techmatic.
* Trac II was the world's first two-blade razor, debuting in 1971. Gillette claimed that the second blade cut the number of strokes required and reduced facial irritation. This product line also included the Trac II Plus.
* Atra (known as the ''Contour'', ''Slalom'', ''Vector'' in some markets) was introduced in 1977
and was the first razor to feature a pivoting head, which Gillette claimed made it easier for men to shave their necks. This product line also included the Atra Plus, which featured a lubricating strip, dubbed ''Lubra-Soft''.
* Good News! was the first disposable, double-blade razor, released in 1976. Varieties included the "Original", the "Good News! Plus", and the "Good News! Pivot Plus".
* Custom Plus was a series of disposable razors that came in many varieties: the "Fixed Disposable razor", the "Pivot Disposable razor", the "Custom Plus 3 Sensitive Disposable", and the "Custom Plus 3 Soothing Disposable". Fusion Power Phenom was released in February 2008. It had a blue and silver color scheme.
Other discontinued variants include the Fusion Power Gamer.
* Body was a 3 blade razor in care of the man's body introduced in 2014. However, the Gillette Body was discontinued in 2018.
Current products
* Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded blades. Gillette claimed the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave.
This product line also includes the Sensor Excel, the Sensor 3, and the Sensor 3 Cool.
* Blue II is a line of disposable razors, rebranding the old brand Good News!. In Latin America, it was marketed as the ''Prestobarba''. Another product in the line is the Blue 3, a line of three-blade disposable razors, cheaper than Sensor 3.
*
Mach3 – the first three-blade razor, introduced in 1998, which Gillette claims reduces irritation and requires fewer strokes. In 2016, P&G upgraded the Gillette Mach3 razor: This product comes in disposable, sensitive and "turbo" variants as well.
* Venus is a division of razors for women created in 2000. Products include Venus Divine, Venus Vibrance, Venus Embrace, Venus Breeze, Venus Spa Breeze and Venus ProSkin Moisture Rich.
* Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the front and a single sixth blade on the rear for precision trimming. Its marketing campaign was fronted by the sports stars
Roger Federer
Roger Federer (; born 8 August 1981) is a Swiss former professional tennis player. He was ranked List of ATP number 1 ranked singles tennis players#Weeks at No. 1, world No. 1 by the Association of Tennis Professionals (ATP) for 310 weeks, in ...
,
Thierry Henry
Thierry Daniel Henry (born 17 August 1977) is a French professional football coach, pundit, and former player who is an assistant coach for the Belgium national team. Considered one of the best strikers of all time and one of the best players ...
, and
Tiger Woods
Eldrick Tont "Tiger" Woods (born December 30, 1975) is an American professional golfer. He is tied for first in PGA Tour wins, ranks second in men's major championships, and holds numerous golf records.
*
*
* Woods is widely regarded as ...
. Razors in this product line include Fusion Power, Fusion ProGlide Shield, Fusion ProGlide, Fusion ProGlide Power, and Fusion ProGlide with FlexBall Technology.
The ProGlide FlexBall has a handle that allows the razor cartridge to pivot.
* Gillette All-Purpose Styler, released in 2012, is a waterproof beard trimmer that can cut four different lengths.
* Treo is the first razor designed for caregivers to shave seniors and people with disabilities, was introduced in 2017. The product was named one of the best inventions of 2018 by ''
Time
Time is the continued sequence of existence and events that occurs in an apparently irreversible succession from the past, through the present, into the future. It is a component quantity of various measurements used to sequence events, to ...
'', and later exhibited at the
Consumer Electronics Show
CES (; formerly an initialism for Consumer Electronics Show) is an annual trade show organized by the Consumer Technology Association (CTA). Held in January at the Las Vegas Convention Center in Winchester, Nevada, United States, the event typi ...
(CES) in 2020.
* SkinGuard is a razor designed for people with sensitive skin, introduced during 2018–2019.
* In 2019, the company launched the first heated razor, mimicking a hot towel shave. The prototype was showcased at CES and later named one of the best inventions of 2019 by ''Time''. The heated razor received mixed reviews, with reviewers, including professional barbers, describing the design as flawed and the $200 price tag as overpriced.
* King C. Gillette Beard Care Line came out in May 2020 named for the company’s founder and offers beard care products including a Complete Men's Beard Kit, a double-sided safety razor, shave gel, beard and face wash, balm and oil.
* Planet KIND Skincare Line launched in February 2021 as a new sustainable shaving and skincare brand, featuring a razor, shave cream, moisturizer and face wash. The razor is constructed from 60 percent recycled plastic and refills are designed with five blades that can each be used for up to a month. Planet KIND partnered with recycling company TerraCycle to design a program through which you can recycle the razor and blades.
File:Gillette razor.jpg, Gillette Blue II razor, circa 2007
File:Gillette Mach3 razor from Indonesia, 2015-08-03.jpg, Gillette Mach3 razor, circa 2015
File:Gillette Fusion Proglide Power Silvertouch.jpg, Gillette Fusion ProGlide Power
Criticism and controversy
The desire to release ever more expensive products, each claiming to be the "best ever", has led Gillette to make disputed claims for its products. In 2005, an
injunction
An injunction is a legal and equitable remedy in the form of a special court order that compels a party to do or refrain from specific acts. ("The court of appeals ... has exclusive jurisdiction to enjoin, set aside, suspend (in whole or in pa ...
was brought by rival
Wilkinson Sword
Wilkinson Sword is a formerly British brand for Safety razor, razors and other personal care products sold in Europe, owned by the US company Edgewell Personal Care. The company was founded as a manufacturer of guns made in Shotley Bridge in Co ...
which was granted by the
Connecticut District Court which determined that Gillette's claims were both "unsubstantiated and inaccurate" and that the
product demonstration In marketing, a product demonstration (or ''"demo"'' for short) is a promotion where a product is demonstrated to potential customers. The goal is to introduce customers to the product in hopes of getting them to purchase that item.
Products offere ...
s in Gillette's advertising were "greatly exaggerated" and "literally false". While advertising in the United States had to be rewritten, the court's ruling does not apply in other countries.
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
(P&G) shaving products have been under investigation by the UK
Office of Fair Trading
The Office of Fair Trading (OFT) was a non-ministerial government department of the United Kingdom, established by the Fair Trading Act 1973, which enforced both consumer protection and competition law, acting as the United Kingdom's economic ...
as part of an inquiry into alleged collusion between manufacturers and retailers in setting prices.
Gillette was fined by
Autorité de la concurrence
The (; ) is France's national competition regulator. Its predecessor, the Competition Council, was established in the 1950s. The Competition Authority is an , responsible for preventing anti-competitive practices and monitoring the functionin ...
in France in 2016 for
price fixing
Price fixing is an anticompetitive agreement between participants on the same side in a market to buy or sell a product, service, or commodity only at a fixed price, or maintain the market conditions such that the price is maintained at a given ...
on personal hygiene products.
In January 2019, Gillette began a new marketing campaign, "
The Best Men Can Be
"The Best Men Can Be" is a corporate social responsibility advertising campaign from the safety razor and personal care brand Gillette of Procter & Gamble. The campaign launched on January 13, 2019, with the digital release of a short film enti ...
", to mark the 30th anniversary of the "Best a Man Can Get" slogan. The campaign was introduced with a long-form commercial entitled "We Believe", and aims to promote positive
values
In ethics and social sciences, value denotes the degree of importance of something or action, with the aim of determining which actions are best to do or what way is best to live (normative ethics in ethics), or to describe the significance of dif ...
among men – condemning acts of
bullying
Bullying is the use of force, coercion, hurtful teasing or threat, to abuse, aggressively dominate or intimidate. The behavior is often repeated and habitual. One essential prerequisite is the perception (by the bully or by others) of an imba ...
,
sexism
Sexism is prejudice or discrimination based on one's sex or gender. Sexism can affect anyone, but it primarily affects women and girls.There is a clear and broad consensus among academic scholars in multiple fields that sexism refers primari ...
,
sexual assault
Sexual assault is an act in which one intentionally sexually touches another person without that person's consent, or coerces or physically forces a person to engage in a sexual act against their will. It is a form of sexual violence, which ...
, and
toxic masculinity
Toxic masculinity is a set of certain male behaviors associated with harm to society and men themselves. Traditional stereotypes of men as socially dominant, along with related traits such as misogyny and homophobia, can be considered "toxic" d ...
. While the campaign received praise for its acknowledgement of current
social movement
A social movement is a loosely organized effort by a large group of people to achieve a particular goal, typically a social or political one. This may be to carry out a social change, or to resist or undo one. It is a type of group action and may ...
s and for promoting positive values of
masculinity
Masculinity (also called manhood or manliness) is a set of attributes, behaviors, and roles associated with men and boys. Masculinity can be theoretically understood as socially constructed, and there is also evidence that some behaviors con ...
, it also faced a negative response – including from
right-wing
Right-wing politics describes the range of political ideologies that view certain social orders and hierarchies as inevitable, natural, normal, or desirable, typically supporting this position on the basis of natural law, economics, authorit ...
critics – being called
left-wing
Left-wing politics describes the range of political ideologies that support and seek to achieve social equality and egalitarianism, often in opposition to social hierarchy. Left-wing politics typically involve a concern for those in soci ...
propaganda, accusatory towards its customers, and
misandrist
Misandry () is the hatred of, contempt for, or prejudice against men.
Men's rights activists and other masculinist groups have criticized modern laws concerning divorce, domestic violence, the draft, circumcision (known as genital mutilation ...
and there were calls for boycotts of Gillette.
In June 2019, P&G wrote-down Gillette business by $8 billion, a move which company executives attributed to currency exchange, new competitors in the market, and increased popularity of growing beards. Share prices increased following the write-down.
Marketing
![1922 Gillette razor and blades advert, color](https://upload.wikimedia.org/wikipedia/commons/b/b3/1922_Gillette_razor_and_blades_advert%2C_color.jpg)
Gillette first introduced its long-time slogan, "The Best a Man Can Get", during a
commercial
Commercial may refer to:
* a dose of advertising conveyed through media (such as - for example - radio or television)
** Radio advertisement
** Television advertisement
* (adjective for:) commerce, a system of voluntary exchange of products and s ...
first aired during
Super Bowl XXIII
Super Bowl XXIII was an American football game between the American Football Conference (AFC) champion Cincinnati Bengals and the National Football Conference (NFC) champion San Francisco 49ers to decide the National Football League (NFL) champ ...
in 1989.
The company has sponsored
Major League Baseball
Major League Baseball (MLB) is a professional baseball organization and the oldest major professional sports league in the world. MLB is composed of 30 total teams, divided equally between the National League (NL) and the American League (AL), ...
(MLB), the
2010 Gillette Fusion ProGlide 500
The 2010 Gillette Fusion ProGlide 500 Presented by Target was a NASCAR Sprint Cup Series race that was held on June 6, 2010 at Pocono Raceway in Long Pond, Pennsylvania. It was the fourteenth race of the 2010 NASCAR Sprint Cup Series season. The e ...
, and the
Olympic Games
The modern Olympic Games or Olympics (french: link=no, Jeux olympiques) are the leading international sporting events featuring summer and winter sports competitions in which thousands of athletes from around the world participate in a var ...
, and has naming rights to
Gillette Stadium
Gillette Stadium is a multi-purpose stadium located in the town of Foxborough, Massachusetts, which is southwest of downtown Boston. It serves as the home stadium and administrative offices for both the New England Patriots of the National Footb ...
in
Foxborough, Massachusetts
Foxborough is a town in Norfolk County, Massachusetts, United States, about southwest of Boston, northeast of Providence, Rhode Island and about northwest of Cape Cod. Foxborough is part of the Greater Boston area. The population was 18,618 at ...
, home venue for the
National Football League
The National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference (AFC) and the National Football Conference (NFC). The NFL is one of the ...
's
New England Patriots
The New England Patriots are a professional American football team based in the Greater Boston area. They compete in the National Football League (NFL) as a member club of the league's American Football Conference (AFC) AFC East, East divisio ...
. Athletes such as
Roger Federer
Roger Federer (; born 8 August 1981) is a Swiss former professional tennis player. He was ranked List of ATP number 1 ranked singles tennis players#Weeks at No. 1, world No. 1 by the Association of Tennis Professionals (ATP) for 310 weeks, in ...
,
Tiger Woods
Eldrick Tont "Tiger" Woods (born December 30, 1975) is an American professional golfer. He is tied for first in PGA Tour wins, ranks second in men's major championships, and holds numerous golf records.
*
*
* Woods is widely regarded as ...
,
Shoaib Malik
Shoaib Malik ( Punjabi, ur, ; born 1 February 1982) is a Pakistani cricketer who plays for the Pakistan national cricket team and currently plays for Karachi Kings in the Pakistan Super League (PSL). He was the captain of the Pakistan national ...
,
Derek Jeter
Derek Sanderson Jeter ( ; born June 26, 1974) is an American former professional baseball shortstop, businessman, and baseball executive. As a player, Jeter spent his entire 20-year Major League Baseball (MLB) career with the New York Yankees ...
,
Thierry Henry
Thierry Daniel Henry (born 17 August 1977) is a French professional football coach, pundit, and former player who is an assistant coach for the Belgium national team. Considered one of the best strikers of all time and one of the best players ...
,
Kenan Sofuoğlu
Kenan Sofuoğlu (born 25 August 1984 in Kuzuluk, Akyazı) is a Turkish parliamentarian and former professional motorcycle racer. He holds a record five Supersport World Championship titles (2007, 2010, 2012, 2015 and 2016). Sofuoğlu also compet ...
,
Park Ji-sung
Park Ji-sung (; ; born 30 March 1981) is a South Korean former professional footballer who played as a midfielder. Born in the South Korean capital Seoul, Park is the most successful Asian player in football history, having won 19 trophies in ...
,
Rahul Dravid
Rahul Sharad Dravid (; born 11 January 1973) is an Indian cricket coach and former captain of the Indian national team, currently serving as its head coach. Prior to his appointment to the senior men's national team, Dravid was the Head of ...
,
Raheem Sterling
Raheem Shaquille Sterling (born 8 December 1994) is a professional footballer who plays as a winger and attacking midfielder for club Chelsea. Born in Jamaica, he represents the England national team.
Born in Jamaica to Jamaican parents, St ...
,
Karl-Anthony Towns
Karl-Anthony Towns Jr. (born November 15, 1995), sometimes known as KAT (his initials), is a Dominican-American professional basketball player for the Minnesota Timberwolves of the National Basketball Association (NBA). He played college basketb ...
, and
Michael Clarke have been sponsored by the company, as well as video gaming personality
Dr Disrespect
Herschel Beahm IV (born March 10, 1982), better known as Dr Disrespect or SPECT or Mr. 2 Time, is an American video game streamer. He had over 4 million followers on Twitch when he was active on the site, and became known for playing battle roy ...
.
In November 2009, Gillette became the subject of a proposed boycott in Ireland due to its endorsement by French soccer player Thierry Henry; his undetected handball foul during a
FIFA World Cup qualifying match contributed to a game-winning goal by France, eliminating Ireland from contention. The following month, expanding upon the controversy, media outlets observed a "
curse
A curse (also called an imprecation, malediction, execration, malison, anathema, or commination) is any expressed wish that some form of adversity or misfortune will befall or attach to one or more persons, a place, or an object. In particular, ...
" associated with top athletes who endorse Gillette, also citing Tiger Woods (who became the subject of an
infidelity scandal in late-2009), and Roger Federer losing in an upset to
Nikolay Davydenko
Nikolay Vladimirovich Davydenko ( rus, Никола́й Влади́мирович Давыде́нко ; born 2 June 1981) is a Ukrainian-born Russian former professional tennis player. He achieved a career-high singles ranking of World No. 3 i ...
during the
2009 ATP World Tour Finals
The 2009 ATP World Tour Finals (also known as the 2009 Barclays ATP World Tour Finals for sponsorship reasons) was held in London, United Kingdom between 22 November and 29 November 2009. It was the first time the O2 arena hosted the ATP World To ...
.
Since its opening in 2002, Gillette has held
naming rights
Naming rights are a financial transaction and form of advertising or memorialization whereby a corporation, person, or other entity purchases the right to name a facility, object, location, program, or event, typically for a defined period of t ...
to
Gillette Stadium
Gillette Stadium is a multi-purpose stadium located in the town of Foxborough, Massachusetts, which is southwest of downtown Boston. It serves as the home stadium and administrative offices for both the New England Patriots of the National Footb ...
in nearby
Foxborough
Foxborough is a town in Norfolk County, Massachusetts, United States, about southwest of Boston, northeast of Providence, Rhode Island and about northwest of Cape Cod. Foxborough is part of the Greater Boston area. The population was 18,618 a ...
, home of the
New England Patriots
The New England Patriots are a professional American football team based in the Greater Boston area. They compete in the National Football League (NFL) as a member club of the league's American Football Conference (AFC) AFC East, East divisio ...
of the
National Football League
The National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference (AFC) and the National Football Conference (NFC). The NFL is one of the ...
. The original agreement lasted through 2017; in 2010, P&G negotiated a 15-year extension, lasting through 2031.
Since the 1990s, the company has used a marketing list to send a
free sample
A product sample is a sample of a consumer product that is given to the consumer free of cost so that they may try a product before committing to a purchase.
Free samples
A free sample or "freebie" is a portion of food or other product (for exam ...
of a Gillette razor in promotional packages to men in celebration of their 18th birthday. The campaign has occasionally resulted in the samples accidentally being sent to recipients outside of the demographic, such as a 50-year-old woman (exacerbated by the package containing the slogan "Welcome to Manhood").
In 2019, Gillette and
Twitch
Twitch may refer to:
Biology
* Muscle contraction
** Convulsion, rapid and repeated muscle contraction and relaxation
** Fasciculation, a small, local, involuntary muscle contraction
** Myoclonic twitch, a jerk usually caused by sudden muscle con ...
partnered to form the
esports
Esports, short for electronic sports, is a form of competition using video games. Esports often takes the form of organized, multiplayer video game competitions, particularly between professional players, individually or as teams. Although orga ...
group Gillette Gaming Alliance, as well as the Bits for Blades campaign which gave Twitch Bits (the site's
digital currency
Digital currency (digital money, electronic money or electronic currency) is any currency, money, or money-like asset that is primarily managed, stored or exchanged on digital computer systems, especially over the internet. Types of digital cu ...
) to those who purchased Gillette products online. The 2019 team had eleven streamers, each representing a different country, and the 2020 team had five streamers including
DrLupo
Benjamin Lupo (born March 20, 1987), better known as DrLupo, is an American streamer and YouTuber.
Career
Lupo began his career streaming ''Destiny'' before transitioning to battle royale games such as ''H1Z1''. His channel grew after he began ...
. During 2020–2021, Gillette enlisted NFL players
Saquon Barkley
Saquon Barkley ( ; born February 9, 1997) is an American football running back for the New York Giants of the National Football League (NFL). Prior to entering the NFL in 2018, Barkley played college football at Penn State for three seasons gain ...
,
Ashtyn Davis
Ashtyn Davis (born October 10, 1996) is an American football safety for the New York Jets of the National Football League (NFL). He played college football at California, where he was also a hurdler, and was drafted by the Jets in the third roun ...
,
Jalen Hurts
Jalen Alexander Hurts (born August 7, 1998) is an American football quarterback for the Philadelphia Eagles of the National Football League (NFL). He played his first three seasons of college football at Alabama, where he was part of the team t ...
,
Cole Kmet
Cole Kmet (born March 10, 1999) is an American football tight end for the Chicago Bears of the National Football League (NFL). He played college football at Notre Dame, and was drafted by the Bears in the second round of the 2020 NFL Draft.
Ea ...
, and
Tua Tagovailoa
Tuanigamanuolepola Tagovailoa ( ; born March 2, 1998) is an American football quarterback for the Miami Dolphins of the National Football League (NFL). He played college football at Alabama, where he was the Offensive MVP of the 2018 College Fo ...
as brand ambassadors.
In science
In
laser
A laser is a device that emits light through a process of optical amplification based on the stimulated emission of electromagnetic radiation. The word "laser" is an acronym for "light amplification by stimulated emission of radiation". The fir ...
research and development, Gillette razor blades are used as a
non-standard measurement as a rough estimate of a particular laser beam's penetrative ability; a "four-Gillette laser", for example, can burn through four blades.
In music
Science isn't the only unusual setting far removed from hygiene in which a Gillette razor blade has been used. It was used as a tool to achieve a certain sound by the
English
English usually refers to:
* English language
* English people
English may also refer to:
Peoples, culture, and language
* ''English'', an adjective for something of, from, or related to England
** English national ide ...
rock
Rock most often refers to:
* Rock (geology), a naturally occurring solid aggregate of minerals or mineraloids
* Rock music, a genre of popular music
Rock or Rocks may also refer to:
Places United Kingdom
* Rock, Caerphilly, a location in Wales ...
band
The Kinks
The Kinks were an English rock band formed in Muswell Hill, north London, in 1963 by brothers Ray and Dave Davies. They are regarded as one of the most influential rock bands of the 1960s. The band emerged during the height of British rhythm ...
. Kinks member
Dave Davies
David Russell Gordon Davies (born 3 February 1947) is an English guitarist, singer and songwriter. He was the lead guitarist and backing vocalist for the English rock band the Kinks, which also featured his elder brother Ray Davies. He was ind ...
became "really bored with this guitar sound – or lack of an interesting sound" so he purchased "a little green amplifier...an Elpico" from a radio spares shop in
Muswell Hill
Muswell Hill is a suburban district of the London Borough of Haringey, north London. The hill, which reaches over above sea level, is situated north of Charing Cross.
Neighbouring areas include Highgate, Hampstead Garden Suburb, East Finchl ...
, and "twiddled around with it", including "taking the wires going to the speaker and putting a jack plug on there and plugging it straight into my
AC30
The Vox AC30 is a guitar amplifier manufactured by Vox. It was introduced in 1958 to meet the growing demand for louder amplifiers. Characterised by its "jangly" high-end sound it has become widely recognized by British musicians and others, su ...
" (a larger amplifier), but did not get the sound he wanted until he got frustrated and "got a single-sided Gillette razorblade and cut round the cone
rom the center to the edge
Rom, or ROM may refer to:
Biomechanics and medicine
* Risk of mortality, a medical classification to estimate the likelihood of death for a patient
* Rupture of membranes, a term used during pregnancy to describe a rupture of the amniotic sac
* R ...
.. so it was all shredded but still on there, still intact. I played and I thought it was amazing." The sound was replicated in the studio by having the Elpico plugged into the Vox AC30. It was this sound, courtesy of a Gillette razor blade that became a mainstay on many of The Kinks early recordings, including "
You Really Got Me
"You Really Got Me" is a song written by Ray Davies for English rock band the Kinks. The song, originally performed in a more blues-oriented style, was inspired by artists such as Lead Belly and Big Bill Broonzy. Two versions of the song wer ...
" and "
All Day and All of the Night".
Operations in Canada
In late 1988, Gillette announced plans to eliminate manufacturing operations in Montreal and Toronto. The Canadian unit's executive offices remained in Montreal, with administrative, distribution, marketing, and sales operations continuing in both cities. Approximately 600 employees in Canada were laid off as part of the global restructure, which followed a $720 million
share repurchase
Share repurchase, also known as share buyback or stock buyback, is the re-acquisition by a company of its own shares. It represents an alternate and more flexible way (relative to dividends) of returning money to shareholders. When used in coord ...
and sought to "rationalize worldwide production".
As of 2005, Gillette was not producing products in Canada and employed approximately 200 people in Edmonton, Mississauga, and Montreal.
Notes
References
Bibliography
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*
*
Further reading
* "King C. Gillette, The Man and His Wonderful Shaving Device" by Russell Adams (1978), published by Little Brown & Co. of Boston, Massachusetts, U.S.
*
External links
*
Vintage Gillette Adjustable Double Edge Razors: A Reference website
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Manufacturing companies based in Boston
Manufacturing companies established in 1901
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