Finally, we have a razor company who thinks there’s more to a great shave than just the number of blades they can pack into a refill cartridge. Now the race is on to deliver “comfort”.
In an article published on brandchannel.com, the new Schick Hydro is positioned as the device to convincingly take razor marketing in a new direction. Challenging Gillette’s market share advantage, Schick introduces a system it claims delivers a superior shave and comfort-boosting rehydration at the same time. Plus, the soothing benefits of Schick’s hydrating gel reservoir last almost twice as long as Gillette’s lubricating strips.
And of course, Gillette is prepared to answer the challenge. But whether you’re a five-blade Fusion closeness fan or a pamper-me-in-comfort lubricating gel advocate, this shift in razor brand marketing signals a welcomed change from hardware-focused communications. I'll be interested to see if either of these two giants can truly make a switch from promoting competitive features to building an aspirational brand.
Read about the beginning salvo in the
next great razor brand war.
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