Gillette to release NEW DE razor for the holidays

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Bottom line here. Wetshaving and safety razor use has moved the needle enough to get the giant’s attention.
Everyone here “evaluating” what this razor is or isn’t is missing the point. What it is is the biggest name in the shaving business offering an alternative to guys that might be willing to try a safety razor. They’re not going to seek an old one on eBay, they’re going to see a name they know with Gillette. Who’s Merkur? Muhle? Edwin?
$35 gets a regular guy in the game. Razors just shy or above $100 are for hobbyists. Not the mainstream.
Gillette now covers the spectrum. And with ZERO development costs.


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Perfectly said! It I still would have liked a Gillette offering from Matt’s Razor Archive Series.


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I'm covered thanks.

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What is that one?


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I'm covered thanks.

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What is that one?


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Common Bar Handle / EJ-Muhle clone

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The handle is similar to a Gillette 1930s NEW Deluxe I believe.



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I'm still trying to find a rationale behind the Heritage offering that, in my mind, seems to fully explain Gillette's thinking.

The idea that razors are a loss leader for blades seems plausible at first brush, but I think there are a two flys in the ointment.  First, at least two established 800 pound competitors exist, the Kai/Feather conglomorate, and Edgewell, which owns the GEM and Personna brands among others.  There are also still Harry's and Dollar club, and even if they never make their own DE blades, they still have sizable distribution chains set up.  Second, every convert to DE shaving is someone who, to the extent that they buy DE blades, stops buying cartridges.  That has to be a net loss for Gillette.

The idea that makes the most sense to me at the moment is that Gillette just want a piece of the DE razor market.  Take a razor that retails for under 10 bucks, put it in a nice case, and sell it for $35.  I noticed how similar the handle is to some of their vintage stuff, and I wondered if they have some vintage stamping machines or other machinery around - machinery that's good enough for at least a special release if not more.

your first part is correct but not the second part. This was 100% contracted out. They have none of those tools left.

I'm still trying to find a rationale behind the Heritage offering that, in my mind, seems to fully explain Gillette's thinking.

The idea that razors are a loss leader for blades seems plausible at first brush, but I think there are a two flys in the ointment.  First, at least two established 800 pound competitors exist, the Kai/Feather conglomorate, and Edgewell, which owns the GEM and Personna brands among others.  There are also still Harry's and Dollar club, and even if they never make their own DE blades, they still have sizable distribution chains set up.  Second, every convert to DE shaving is someone who, to the extent that they buy DE blades, stops buying cartridges.  That has to be a net loss for Gillette.

The idea that makes the most sense to me at the moment is that Gillette just want a piece of the DE razor market.  Take a razor that retails for under 10 bucks, put it in a nice case, and sell it for $35.  I noticed how similar the handle is to some of their vintage stuff, and I wondered if they have some vintage stamping machines or other machinery around - machinery that's good enough for at least a special release if not more.

your first part is correct but not the second part. This was 100% contracted out. They have none of those tools left.

Good to know. Thx Matt.

your first part is correct but not the second part. This was 100% contracted out. They have none of those tools left.

They are probably contracting from the same folks that produced this razor for Global Shave Club:



This one has a Merkur clone head, but a pretty good copy of the Tech Fat Handle.

Edwin Jagger Ltd. has been appointed by Procter & Gamble as a "Gillette Trusted Partner", manufacturing shaving accessories fitted with Gillette Genuine Parts. ... The unique combination of Gillette Genuine Parts and Edwin Jagger design creates an unrivalled shaving experience.

so it is probably EJ.......

https://sharpologist.com/2019/10/gillett...razor.html


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Just as I thought. A low key pathway for beginners.


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Just as I thought. A low key pathway for beginners.


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You can’t go wrong with an R89 style head getting people into wetshaving. I am close to 50 and I still find the R89 head smooth. So I don’t think it’s a bad entry.




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