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Article: Gillette hones its edge.
- Article from:
- The Boston Herald
- Article date:
- April 15, 1998
- Author:
CopyrightCOPYRIGHT 1998 Boston Herald. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK - Three blades shave closer than two, and men will pay more for that advantage.
That's the theory behind Gillette's much-hyped, long-anticipated new men's wet shaver, the Mach3.
It's not just a razor. In fact, the Mach3 sports three razors. And it's not just any new product for Gillette - the manufacturer spent $750 million to develop the product and plans to spread around $300 million more to market it.
Shaving is a big business for Gillette, which drew $2.9 billion of its $10 billion in 1997 revenue from sales of razors and blades. And the Boston company dominates the shaving business worldwide.
Gillette's big bet is that ...