Marketing to men with razors

Shaving

Brad Griffith of Woodhaven, Queens, New York shaves with the Gillette M3Power Micro-Powered Razor at Gotham Hall back in 2004 in New York City.

When it comes to marketing products to men, it helps to play up how technologically advanced they are, says Jean-Pierre Dubé, a marketing professor at the University of Chicago Booth School of Business.

"Men love inscrutable jargon," he says.

And Gillette seems ready to take a page out of Dube’s playbook, with the ProGlide FlexBall, which features “a swiveling ball-hinge that allows the blade to pivot and comes with a high-end price,” The Wall Street Journal reports. The razor, which is expected to debut around Father’s Day, “cuts hairs 23 microns shorter.”

It’s just the latest innovation in high-end men’s shaving:


By Shea Huffman

The shaving arms race really kicked off with Gillette's MACH3 razor, marketed for its three blades that promised a closer shave.

Courtesy of Gillette.

Not to be outdone, competitor Schick decided to one-up Gillette with its quaduple-bladed razor, the Quattro.

Courtesy of Quattro.

It was at this point that people started to question the wisdom of simply adding more and more blades to razors. At least one noteable outlet asked, "What's next, five blades?"

As it turns out, that's precisely what was next. Gillette's Fusion ProGlide boasted a quintuple-bladed head.

Courtesy of Gillette.

Schick quickly came out with its own five-blade razor in response, the Hydro 5.

Courtesy of Schick.

With five blades in the razor already, what more could you do to impress the discerning man looking for a close shave? Of course! You attach a tiny battery-operated motor to the blades to make them vibrate. Thus the Gillette Fusion ProGlide Power Razer was born.

Courtesy of Gillette

With the disposable razor companies now venturing into the motorized trimmer business, it was only a matter of time before they just stuck an entire electric razor into mix. For your consideration, the Gillette Fusion ProGlide Styler 3-in-1 Men's Body Groomer with Beard Trimmer.

Courtesy of Gillette.

With a rotating-on-a-ball-hinge blade forthcoming from Gillette, what more could a man possibly want out of his shaving tools?

Razor companies will surely let them know.

And ladies, don't think you're immune to the razor marketing madness:

Courtesy of Gillette.

About the author

David Gura is a reporter for Marketplace, based in the Washington, D.C. bureau.

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