US: The Cutting Edge – 14 in 2100
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For 40 years, shaving technology stayed about the same. Then, in the 1970s, wet shaving advanced again with the creation of the twin-blade cartridge.Also in the same year 1970, development on the three blades started, but it did not succeed as they caused irritation.In 1998 the solution to this problem appeared. |
| The Gillette Mach 3 shaving system from Gillette used three blades. The addition of lubricating strips, a flow-through blade design and other innovations made this the system to beat.Schick rose to the challenge by introducing the Quattro, a four-blade shaving system. And Gillette rose to that challenge with the Gillette Fusion, at five blades. | |
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| It would seem that this would mark the logical extreme in the evolution of multi-blade designs. Surely, if you can’t get a close shave with 5 blades, the incremental improvement on a sixth blade is not going to help you much. The Gillette Fusion is also available in a power version and features a micro-chip that regulates the voltage and blade action. Other high-tech features include a low battery indicator light and a safety switch that shuts the razor down after eight minutes of continuous operation.The Gillette 14-blade razor goes online on August 4th, 2100.
Schick vs. Gillette is one of the longest running consumer-product rivalries– going back nearly 100 years. And the Schick-Gillette rivalry is not just in razors – battery maker Energizer Holdings bought Schick in 2003 for $930 million. While Gillette owns Duracell – the maker of the famous “copper top†line of batteries. In 2005 Procter & Gamble acquired 100% of The Gillette Company for approximately $57 billion making it the largest acquisition in P&G history.
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