Gillette and their $150 new Razor

I guess Gillette hasn't heard of the Cold Water Shavers Club, or something like that. The only heat I want in my shave is warm lather during the winter. The rest of the time I want everything cold.

My Gillette Slim adjustable is also heated, as is my Edwin Jagger DE89. Just hold them under hot tap water for a few seconds and they go from ice cold to heated.

One hundred fifty dollar Gillette cartridge razors are nothing new. I saw one similarly styled and priced razor at Art of Shaving 10 years ago. It was that price point, and especially that of the Fusion cartridges, that led me to traditional shaving. Here are a few:

https://www.theartofshaving.com/razors-fusion-razors

Gillette's problem with razors is that they have run out of room to innovate with the current type (cartridge razors). Adding more blades only went so far until it became impractical. Gillette then turned to special editions, such as the gamer razor, which were little more than changing the handle colors and packaging.

Gillette is in the same position they were in during the 1960s: An industry leader with a solid product line, but lots of competitors selling the same thing. Their solution was to introduce the cartridge razor, giving them a new monopoly for awhile. Perhaps the solution is not in the razor, but in the overall shaving experience. Art of Shaving has this covered on the high end, but what about the rest of the marketplace?

I guess Gillette hasn't heard of the Cold Water Shavers Club, or something like that. The only heat I want in my shave is warm lather during the winter. The rest of the time I want everything cold.

I doubt Gillette, Harry's or Dollar shave have heard, or that they really care. There are how many people in the Cold Water Shavers Club? Given that all of the shaving forums combined have maybe 100,000 active members, vs. hundreds of millions of wetshavers total? The big boys don't play much in our space because we don't shave in theirs.

Maybe they forgot that back in the 70s, Schick came out with a shaving foam warmer. It would appear that it didn't take off.

Maybe they forgot that back in the 70s, Schick came out with a shaving foam warmer. It would appear that it didn't take off.

Yet decades later the Moss scuttle, in all it's variations, became very successful indeed. Maybe people didn't want an extra electric cord cluttering up their bathroom?

You're right, though, they do seem have lost sight of the forest for the trees.

Should we criticize someone spending $150 on a Razor? We need to look in the mirror. And behind it.


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Should we criticize someone spending $150 on a Razor? We need to look in the mirror. And behind it.

In my case at least, it's not the price, manufacturer or it being a cartridge razor. I just think that adding gimicks instead of innovating does not really improve the product. Maybe this move to luxe is Gillette's preferred path going forward?

Should we criticize someone spending $150 on a Razor? We need to look in the mirror. And behind it.

In my case at least, it's not the price, manufacturer or it being a cartridge razor. I just think that adding gimicks instead of innovating does not really improve the product. Maybe this move to luxe is Gillette's preferred path going forward?

Agreed. They just want to appeal to guys that would look at a DE and call it “scary” but may be willing to spend 3 figures.


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In my case at least, it's not the price, manufacturer or it being a cartridge razor.  I just think that adding gimicks instead of innovating does not really improve the product.  Maybe this move to luxe is Gillette's preferred path going forward?

Ironically, they do it because it works and works well. You don't really think all those city dwelling Poindexters driving $45K F-250's actually haul stuff do you? Ford sells masculinity and not trucks.

Agreed. They just want to appeal to guys that would look at a DE and call it “scary” but may be willing to spend 3 figures.

Or guys who don't even know safety razors are a thing. Either way, that's where we come in. Ever notice how Prometheus was clean shaven?

Ironically, they do it because it works and works well. You don't really think all those city dwelling Poindexters driving $45K F-250's actually haul stuff do you? Ford sells masculinity and not trucks.

Why else would someone buy a pickup truck? Dang, they are getting pricey now. How can a vehicle make a guy masculine? It is deportment and male anatomy that does that.