Men's Razors

Razors and electric shavers in the United States are targeted both at men and women as consumers, but the market for men is considered far greater than that for women. Most of the research and design efforts that have been undertaken in this industry have focused on the men's market, with the recent notable exception of the Sensor for Women razor produced by Gillette (which followed the successful introduction of the Sensor for men). The emphasis on the men's market can be explained by the fact that men's razors traditionally far outsell women's razors, though it is accepted that many women purchase men's razors for their own purposes. This research examines the men's razor market in the United states, including its size, the international market for razors, the competition in the market and trends that may be developing.

Razors and associated products compete directly with electric shavers, which are favored by some men for their convenience, but which are generally considered to yield a lower quality shave. Razors can be divided into several categories: single blade, twin blade, reusable and disposable. Reusable razors are purchased once; consumers then buy replacement blades or cartridges (usually in quantity), which are inserted into the razor handle. Disposable razors are used only a few times, until the blade becomes worn, and then the entire unit is thrown away. Both single blade and twin blade razors are characterized by a t-shape which has not changed greatl

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oductory markets of Continental Europe and Canada. With the growing success of the Sensor product line, the Atra and Trac II twin blade shaving systems, top sellers since the 1970s, are gradually losing their leading market positions. Both brands, however, continue to hold substantial shares in the United States and abroad. Gillette's Good News brand remained the number one disposable razor in the United States for the 18th consecutive year, and Gillette disposables were again the best sellers in Canada, Europe and Latin America. In 1993, Gillette continued to pursue two growth strategies to strengthen its global leadership position in blades and razors. The first strategy is to increase blade market value worldwide by building the Sensor product line and by upgrading consumers in less developed areas from single blades to twin blade products. The second strategy is geographic expansion, and great progress was made during the year in China and Eastern Europe ("Gillette," 1994, p. 5). BIC's disposable shaver segment includes the BIC Shaver for Normal Skin, the BIC Lady Shaver, BIC Metal, BIC Pastel Shavers and the company's new twin-blade products. The company's sh

Category: Business - M