So I was thinking on my ride home- why did Gillette develop new razors during the DE period? If Gillette really made little money on the razors but made real money on the blades, why continue to do R&D on new DE razors? The old three piece razors would work well enough to sell blades. If someone else developed something better, as long as it still took DE blades, why would Gillette care? I understand the new razor treadmill in the cartridge era, but not during the DE.
Why did Gillette advance razors?
- Thread starter BigHairyGuy
- Start date
Because the masses are "suckers".
Proof, just watch guys buy overpriced shaving supplies at your local CVS etc.
It sounds like you're applying today's marketing strategies to yesterday's razors and blades. I don't know one way or another, but I would bet that razors were indeed a profitable item. Blades were too of course, but they probably didn't make the ridiculous margins that cartridges do today. Again, I don't have any real information to back that up, just my guess.
You are a true B&Ber if you were musing on this on the ride home.
I'd guess that in any business, you don't stay on top without making some innovations. There is always competition, and introducing new stuff from time to time helps keep up interest in your brand.
I'd guess that in any business, you don't stay on top without making some innovations. There is always competition, and introducing new stuff from time to time helps keep up interest in your brand.
They probably did it to control "mindshare". Think about it, the blade is what does the cutting. Schick or Gillette, it is the implementation of said blade that makes the difference from a marketing point of view. The new cartridges are the same thing. The blades are doing the cutting, just implemented in a different manner. Neither company wants their idea to become stale, and lose market and mind share to the competitor.
Because the patents had long ago expired on DE blades and everybody could and did make them including Marlin Firearms.
Also they could sell the cartridges for big money and when the patents expire come out with a new more expensive system.
Why sell 25 cent blades when you can sell $4 cartridges.
Also they could sell the cartridges for big money and when the patents expire come out with a new more expensive system.
Why sell 25 cent blades when you can sell $4 cartridges.
Take a look at the vintage blades, you will be surprised at how many different companies just in the US alone that were making blades compatible with Gillette double edge razors. By developing the cartridge technology, they insured that loyal Gillette users would have to buy Gillette blades, putting more money into Gillette Co. pockets.
But the original question wasn't why Gillette introduced cartridges, it was why they continued to innovate with their DE models before they introduced cartridges.
I think his question was why put money into R&D on new DE razors. He stated that he understood why they would make cartridges.
Right...
I think the assumption was that the razors didn't make money like today's razors (handles) don't make money - or not much.
I think I saw an original ad for a travel set on here somewhere the other day from 1934(?). The original retail price for it was like $80. Tell me they didn't make any money on razors.
Remember it's just us Amuricans that have the shekels to blow on seven-bladed cartridges. Most of the world still uses DE or SE.
We are the suckers.
We are the suckers.
You have to remember that the DE blade was evolving too. When others adopted the three hole system Gillette introduced the diamonds, and then the bar. The DE blade we have today is a universal blade that fits all Gillette DE blades and razors from other manufacturers.
Does anybody know who used the vertical bars that we see on the blades now?
Does anybody know who used the vertical bars that we see on the blades now?
The way I see it. Too many competitors coming into the market squeezing the margin, blade especially, so needed to shake up the market by staying ahead of the game. Most of it went into convincing users that shaving was no longer a chore, it was never a chore except that the marketing "re-educated" the masses that shaving the old way was a chore and to ease the aspect of chore the use of cartridges was the way to go. Part of it was also to highlight the suitability of using cartridges in a faster pace life style by taking out the enjoyment of a proper shave. i.e. shave and forget ...
They didn't innovate DE technology after the first adjustable" the Fat Boy",
The Slim and the later Super Adjustables were simply refinement of the existing design with little or no new money spent on R&D.
If fact with the later model Super Adjustables we start to see more polymers used in the head, this was not only to save money but was a design progression that culminated in the cartridge razors where the only metal parts were the blades themselves
The Slim and the later Super Adjustables were simply refinement of the existing design with little or no new money spent on R&D.
If fact with the later model Super Adjustables we start to see more polymers used in the head, this was not only to save money but was a design progression that culminated in the cartridge razors where the only metal parts were the blades themselves
Gillette abandon the 3 hole design when they came out with the NEW during the "Blade Wars"
The theory behind the Blade Wars is I want my blades to fit you razors, but don't want your blades to fit my razors.
The fact that the center slot with cutout corners is superior to the 3 hole design was just frosting on the cake for Gillette.
I for 1 don't understand why the many of the current DE razor makes still use this inferior design that Gillette abandon in the 30s.
From a Marketing perspective, they needed to "refresh" their product in the market place. The last DE they made didn't really shaver any better than the first one they made. Some would say that some of the later razors shaved worse than the earlier ones. That tells you that it's not about product innovation. I don't think that Gillette had any serious competition in the DE market so that says it's not about coming up with a better offer than someone else. That really only leaves public perception refresh.
I agree. It's a way to control the conversation in the marketplace, keep people talking about YOUR next product, not Schick or someone else.
Anyway, I bet they made a little money on the shavers too.
Also, my best shaves come from razors built before WWII. Maybe it's just me.
At the end of the day, let's be honest; Gillette, like any other company is looking after their "Bottom line"...
