Gillette to release NEW DE razor for the holidays

Very interesting thread. Saw it last night but was too tired to bother with a post.  Hey, I don't want to over analyze but that's sort of what we do on the forum.  In fact Dominicr and I were visiting this morning about the move Gillette just made.  He made a point that Gillettes target market is not a member of DFS who knows and appreciates a lively discussion about whether it's a Murker or a Jagger clone.  Their target will be cats like me, but who aren't forum members, who feel their increasing expense and ever-evolving engineering have left us in the dust.  They aren't looking to sell hundreds but thousands as indicated by their not "releasing" into the forums.  35 dollars is less than either a Murkur or a Jagger indicating they may be reading founder King Camp Gilletes play book of using the razor as a lost leader to sell the blade.  The ever-evolving cartridge market only ever happened in affluent society, and gillette (thankfully) never quit serving quality DE blades to less affluent (and more intelligent) men as without them I would be bereft of most of my favorite blades.  It's obvious that they want us CRAZY collectors who have too many soaps and too many razors.  It's obvious they want the Harry's and Dollar Shave crowd back.  But it also seems obvious that there HAS to be a silently growing market of DE shavers who don't post, or even visit, DFS. It'll be interesting to watch this wrinkle unfold and to find out how wrong I am but this is really an interesting twist.  

Now, let the DE blade hoarding begin because you know they are going to jack with the price of those SWEET St. Petersburg blades. Hahaha.

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.

I think it's obvious they don't intend to faze out carts and focus on DE. Suicide comes to mind. I do believe it may indicate the DE market to be significantly bigger than the "forums". In fact it stands to reason that it is. I know I have introduced DE (or reintroduced) to a couple dozen folks, only one of whom visit forums or shaving-centric sites at all. I don't think for a minute Gillette is releasing this as a nod to a bygone era. They want to make money and the don't want to see competitors of any size take market share. Kai/Feather offer edges at expensive prices and I for one don't see the value in either brand. (like feather/don't like price. Don't like anything about Kai except the look). i do like your thoughts of, and wonder if, old equipment was put back into service. It's obvious that Gillette still knows, and far all intents and purposes, is the 800 lb gorilla in the DE market. One way or the other though, it'll be interesting to watch it unfold and I will enjoy hearing your thoughts on what comes,of it. And you can rest assured nobody at Gillette knows my name, number, or sends birthday greetings. They do want my dollars and if they will allow it, I will continue to buy my favorite Gillette offerings. One thing is for sure, they won't do it this time with patent protection, so what tools will they wield?

I think it's obvious they don't intend to faze out carts and focus on DE.  Suicide comes to mind.  I do believe it may indicate the DE market to be significantly bigger than the "forums".  In fact it stands to reason that it is.  I know I have introduced DE (or reintroduced) to a couple dozen folks, only one of whom visit forums or shaving-centric sites at all.  I don't think for a minute Gillette is releasing this as a nod to a bygone era.  They want to make money and the don't want to see competitors of any size take market share.  Kai/Feather offer edges at expensive prices and I for one don't see the value in either brand. (like feather/don't like price.  Don't like anything about Kai except the look).    i do like your thoughts of, and wonder if, old equipment was put back into service.  It's obvious that Gillette still knows, and far all intents and purposes, is the 800 lb gorilla in the DE market.  One way or the other though, it'll be interesting to watch it unfold and I will enjoy hearing your thoughts on what comes,of it.  And you can rest assured nobody at Gillette knows my name, number, or sends birthday greetings.  They do want my dollars and if they will allow it, I will continue to buy my favorite Gillette offerings.  One thing is for sure, they won't do it this time with patent protection, so what tools will they wield?

It did not occur to me that Gillette may be big enough to dominate KAI/Feather and Edgewell, and prevent them from putting downward pressure on blade prices.  But of course, that may be the case.  I was thinking that the lack of patent protection, which you mentioned, makes carts and DE blades a commodity.  

BTW, I hope I did not sound critical.  I regard all my thoughts on this subject as guesses, and I agree with you that it will be interesting to watch things unfold.  

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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I tend to agree with dominicr. I don't think it even matters who makes the razor - whether gillette directly or not - they're releasing a DE as a company...someone with some clout in the company must be paying attention to the DE market, somewhat...

This razor does not currently appear on any Gillette website. Unless this razor is promoted through Amazon, retailed through Art of Shaving stores, or advertised by Gillette...a prospective new wet shaver will have to "stumble" across it somehow. We enthusiasts, seek out this stuff and always find new products (hard and soft) and pass the word through forums. Gillette will need to do some type of promoting to get any traction and sales. Nothing sells itself.

I agree with HighSpeed. This is a well packaged, Chinese manufactured, Zamac/Chrome coated clone of the EJ/Muhle 89... a $10 razor being sold for $35. This is an inexpensive "no risk" way for Gillette to test the DE razor market. Unfortunately, I am not convinced that Gillette has a real business plan for this product to sell well and succeed in the US market. Failure to plan is planning to fail. Maybe that is what Gillette really wants.

This razor does not currently appear on any Gillette website. Unless this razor is promoted through Amazon, retailed through Art of Shaving stores, or advertised by Gillette...a prospective new wet shaver will have to "stumble" across it somehow. We enthusiasts, seek out this stuff and always find new products (hard and soft) and pass the word through forums. Gillette will need to do some type of promoting to get any traction and sales. Nothing sells itself.

I agree with HighSpeed. This is a well packaged, Chinese manufactured, Zamac/Chrome coated clone of the EJ/Muhle 89... a $10 razor being sold for $35. This is an inexpensive "no risk" way for Gillette to test the DE razor market. Unfortunately, I am not convinced that Gillette has a real business plan for this product to sell well and succeed in the US market. Failure to plan is planning to fail. Maybe that is what Gillette really wants.

It’s a little premature. Once the Amazon listing shows sales and reviews it’s position in search results will change. Also, if they do sponsored product, it will be front and center when people search, “Gillette razors” or “safety razors”.


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I'm sure it will be put in the art of shaving stores and it is a good test because like I have said if it succeeds great they continue and if not it was a limited edition for 115 anniversary and the holidays and they stop or just do something for things like fathers day or Christmas or other anniversaries.

This razor does not currently appear on any Gillette website. Unless this razor is promoted through Amazon, retailed through Art of Shaving stores, or advertised by Gillette...a prospective new wet shaver will have to "stumble" across it somehow. We enthusiasts, seek out this stuff and always find new products (hard and soft) and pass the word through forums. Gillette will need to do some type of promoting to get any traction and sales. Nothing sells itself.

I agree with HighSpeed. This is a well packaged, Chinese manufactured, Zamac/Chrome coated clone of the EJ/Muhle 89... a $10 razor being sold for $35. This is an inexpensive "no risk" way for Gillette to test the DE razor market. Unfortunately, I am not convinced that Gillette has a real business plan for this product to sell well and succeed in the US market. Failure to plan is planning to fail. Maybe that is what Gillette really wants.

Likely EJ not a clone.



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