Gillette introduces a five blade shaving system

September 16, 2005 The US$2 billion dollar shaving market was energized yesterday when market-leader Gillette announced it will introduce a five blade razor. Apart from being the first five blade razor, it is the world’s first razor to feature advanced technology on the front AND back of the blade cartridge. On the back of the cartridge is a Precision Trimmer blade enabling the approximately 40% of US males sporting some form of facial hair to trim, shape and shave under their nose. Though Gillette has approximately 70% of the global shaving market, Schick has been making inroads recently with a temporary injunction against false advertising claims by Gillette for its M3Power razor (currently the top selling razor in the U.S.), Gillette’s inability to legally prevent Schick selling its four blade razor by arguing that the patent it holds for three-bladed razors extends to four-bladed razors, and the news a fortnight ago that Schick would introduce a powered model of its four blade razor.

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