Makers of video game consoles sometimes sell the consoles at a loss. Men were flabbergasted with the effect of wet shaving and felt compelled to try for themselves.īy reframing the benefits of wet shaving from inconvenient to sexy, and delivering this message in an unconventionally provocative manner via PR, 'Scandal Shave' finally helped wet shaving deliver value men can see. The Razor Blade business model comes from King Gillette (Gillette razors). Capitalising on this with a full suite of branded activities, the campaign helped Gillette reach 237 million people, record its highest ever monthly sales, and inflict an ever bigger dent in the growth of the dry shaver category. Taylor of Old Bond Street Shaving Cream Jar Sandalwood 17.00 USD New Jar Proraso Preshave Cream-Menthol and Eucalyptus-Green 13.00 USD Razorine Double Edge Shavette Razor from 45.99 USD Shave Nation LARGE Alum Block with Storage Case 125g 14.99 USD Feather Hi-Stainless DE Blades 10x10 100ct 49. Inspired by the powerful insight that women in China find the act of men wet shaving extremely arousing to watch an unbranded 'private' home video of national sweetheart GaoYuanyuan, scantily clad and intimately wet shaving with a man was 'leaked' to the media to compellingly deliver our message, generating a national scandal of enormous proportion. For Gillette this represented US$647.2 million in lost earnings between 06'-12', and no amount of innovation or promotion could stem the exodus.Įverything changed with 'Scandal Shave'. This a genius product combines a super-precise razor with built-in. The stainless steel warming bar delivers heat to create the feeling of a luxe hot towel shave. The challenge was a decade of seemingly terminal category erosion: 7/10 men in China could no longer justify the inconvenience of wet shaving (preparation, shave, wash, care), driving 18.3 million switchers per year to more convenient dry shavers. Today, Amazon has knocked 38 percent off a six-pack of Gillette Venus ComfortGlide refills in Olay Sugarberry and Vanilla Crème. As far as sanitizing the razor I believe you could omit the dishwasher and the alcohol steps. The above video is excellent to show you how to do it. This is a story of how an orchestrated celebrity PR scandal sold 3 million razors in just 4 weeks, and resuscitated Gillette's business in China. How I sanitize and revamp a Vintage Razor - Gillette Fat Boy from 1961 Watch on When you get a new vintage adjustable razor, it will need some major clean up work.
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