One of the unstated reasons for the invention of the Gillette butterfly, aka TTO, was the fact that nearly everyone back then shaved with carbon steel blades, which could rust if not dried after each use. Stainless blades did not come into common use until the 1960s. And not all stainless blades are so rust resistant; anyone leave a wet Feather blade in their razor?
I, for one, take a few moments after each shave to open my razor, dry the blade (whether stainless or carbon) and razor, and reassemble, not closing it fully. Back in the old days of the Old Type, the Gillette ads instructed customers to open, dry and reassemble their razors after each use.
A 1937 ad for a Sheraton OC TTO actually touts the time savings: "Blades Changed in 3 Seconds!"
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You want to be rich, 5whiskey: if only you had bought a thousand of these at 98 cents each and put them in your attic. What do they go for on 3Bay now (with case and tuck of blades)?
I did not have a Sheraton to test, but my Aristocrat timing of 3.2 seconds was not entirely off, sort of. How the heck can you open, remove blade, insert new blade, and close, all in 3 seconds? And this was prior to the fingers-free blade dispensers. So my guess is the 3 seconds came from the time to twist open the razor, a detail the marketing department conveniently lost sight of. And, it's more like: "Twist! Twist! Twist! Twist! Twist!" -- but who's counting.
The fact remains, the time savings was part of the marketing of this, one of the first Gillette TTO razors.
Also, note: "Sturdily built -- heavily gold plated -- it's guaranteed to last a lifetime!" Please note, that's "A" lifetime, in other words, 1 (one) lifetime. Unless you are the original owner, you are out of luck if you encounter a manufacturing defect.
"The Sheraton is the greatest razor value ever offered!" -- Now that I would have to agree with, even though with inflation it probably comes out to about $20.* Anyone know of a better deal? I used to assume that most men back then only owned one razor, but with Gillette selling razors so cheaply and introducing new, improved models periodically, I have to suspect a lot of guys had some extras in the medicine cabinet. Perhaps that's why we see some beautiful, barely used razors for sale today.
BTW, I wonder where they got the name "Sheraton"?
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* I don't think the official inflation tables are entirely accurate when you compare today's dollars to the price of real products in the past, like the price of a candy bar or an automobile or a new house. Back in the early 60s, a Hershey's bar cost 5 cents, as any kid knew; now it is more like 50 cents. So that's 10x inflation; the inflation came in the 1970s. Prices were a lot cheaper in the 1930s, so I figure 20x inflation to today's dollars. Go back to the Old Type 1910s, and I figure 30x inflation.
Of course, some products have come down in price. This seems to include razor blades. The price of televisions today compared to the 1960s is truly bizarre. The $100 32 inch flat screen TV at Walmart comes out to $10 in old dollars; how would you like to have bought a color TV for $10 in the 1960s, instead of $500?
At that time (1937) Gillette's primary competition ASR was offering the chrome TTO Micromatic with 7 blades for 69 cents. For those keeping score the cap opens in less than 2 seconds
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