Gillette Shaves Prices as It's Nicked by Rivals Both New and Old
One of the rivals is Schick Hydro, launched two years ago, about the same time as Gillette's latest system, Fusion ProGlide. In recent months Hydro has added a sharper price edge to digital and direct-mail ads, and has made a superiority claim that would once have seemed unthinkable for a Schick brand heavily outsold by Gillette.A mailer for Schick Hydro 5 states that it's "Preferred over Fusion ProGlide at a better price," a claim that according to the fine print is based on 52-week Nielsen scanner data and surveys of men considering overall performance and price. (A P&G spokesman said Gillette systems continue to win in numerous internal and external surveys and ratings of razor performance.)
That was followed by a guerrilla challenge from venture-capital-backed Dollar Shave Club, whose viral video drew more than 4 million views its first month. "Do you like spending $20 a month on brand-name razors?" club founder and co-CEO Michael Dubin asks in the video. He adds that "$19 goes to Roger Federer" -- a swipe at the tennis great, who's had viral-video fame himself as a Gillette pitchman.
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Last month I bought myself the new Gillette Fusion shaving system. The launch advertisement made an immediate impact on me. For a couple of weeks thereafter I eagerly looked forward to buying and using this new razor in place of the Mach-3 I had been
