Rick Aristotle Munarriz, a senior analyst with the Motley Fool, the financial investment Web site, said that for razor companies the revenue model “is pretty much the same mantra as the printer industry,” which makes little or no money on printer sales but a much larger profit on replacement ink cartridges. 27 in the United States alone, according to Information Resources Inc., a market research firm whose data excludes Wal-Mart. The razor industry is big business, with sales of more than $1.9 billion in the 52 weeks ending Jan. “Somehow targeting hairs and targeting things in battlefield scenarios are pretty similar challenges,” he said. Powell designed jet engines for Rolls-Royce and missile guidance systems for a British Ministry of Defense contractor. Powell said, “there’s the challenge of the underarm, which has a very different topography, looser skin, hairs that are much denser, like those on a man’s face, and growing in all sorts of directions.” While women might want the power of five blades for denuding that area, they prefer oval-shaped heads because they “don’t want a guy’s razor digging in them in their underarms or their bikini areas,” he said.īefore joining Gillette 14 years ago, Mr. Whereas a men’s razor has a fairly limited mission shaving beards with short strokes, usually in the direction that hair grows women shaving their legs deal with finer, more dispersed hair, against the grain, and must maneuver around knees, ankles and tendons.Īnd then, Mr.
#Venus embrace skin
“With female shaving you are dealing with areas of the body that are more topographically varied, and also they tend to vary a lot in terms of the physiology of the skin and hair,” Mr. But while early women’s razors differed little from men’s (except for their pink handles and delicate names), today’s look significantly different because they are designed to perform a much different task, according to Kevin Powell, director of the Gillette Technology Center in Britain. Gillette marketed the first women’s razor, Milady Décolletée, in 1915, and in 1975 introduced the first women’s disposable, the Gillette Daisy, which it still sells. Schick, a division of Energizer Holdings, makes the four-bladed Quattro for Women and declined to comment on its next move. Gillette is marketing the first five-blade razor for women. In all, there are 35 patents pending or granted that cover the product’s technologies, designs and manufacturing processes. In addition to the five blades, it has a soft rubber handle and instead of the moisturizing strip above blades on many razors has upgraded to an oval-shaped Ribbon of Moisture that completely encircles the blades. The Venus Embrace has some slick design innovations.
“Every woman can be the goddess of something, because this allows you to be your most feminine self.”
“Now we’ve given women the permission to reveal her own goddess,” said Gro Frivoll, who has worked on the Venus account at BBDO for eight years. In one advertisement, a leggy woman running with a jogging stroller is the “Goddess of Trailblazing ” in another, a woman sending a text message is the “Goddess of Communication.”Īds will appear in publications like Marie Claire, Allure, InStyle and Us Weekly and television spots will run on both network and cable, including during the Academy Awards on ABC this Sunday.
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