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Article: Gillette aims to cream shaver competition.
- Article from:
- The Boston Herald
- Article date:
- March 31, 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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The Gillette Co.'s new shaver could be a cold slap in the face to competitors when it's introduced in two weeks.
With disposable blades and a permanent handle, the new razor is expected to boost Gillette's already dominant share of the $1.1 billion wet shaving market when it hits stores in July. Gillette now controls 67 percent of the U.S. market, in terms of revenue, compared to roughly 17 percent for Schick, its closest competitor.
Boston-based Gillette got to the top by launching a succession of new shaving systems, beginning with the Trac II system in 1971. Then came the Atra in 1977, the Sensor in 1990, and the current top-selling SensorExcel in ...