Gillette just made an unprecedented change to be more like its competitors
Scott Eisen/AP Images for Gillette
After slashing prices across the board and launching a marketing campaign called "Welcome Back," Gillette has now introduced a new way to buy blades directly from the company.
Called Gillette On Demand, the service mimics the direct-to-consumer models of competitors like Harry's and Dollar Shave Club. It allows customers to either buy blades as needed or build a custom subscription.
Three of Gillette's products are offered as part of the service, acting as three separate tiers: disposable Sensor 3 razors ($11 for eight razors), the tri-bladed Mach3 turbo ($13 for five refills), and the top-of-the-line Gillette Fusion Proshield ($21.45 for four refills).
Subscribers are rewarded for their loyalty with their fourth order free, while others can text or email the company at any time to order for a one-time purchase.
Gillette is increasingly feeling the threat from startups like Harry's and the now Unilever-owned Dollar Shave Club, which are eating away at its dominance in the global men's-razor business.
Gillette claimed a US market share of 70% as recently as 2010, but it fell to 54% in 2016, according to the Wall Street Journal, which cited data-tracking firm Euromonitor.
Harry's and Dollar Shave Club now combine for a 12.2% market share, up from 7.2% in 2015, according to Euromonitor.
- Colon cancer rates are rising in young people. If you have two symptoms you should get a colonoscopy, a GI oncologist says.
- I spent $2,000 for 7 nights in a 179-square-foot room on one of the world's largest cruise ships. Take a look inside my cabin.
- An Ambani disruption in OTT: At just ₹1 per day, you can now enjoy ad-free content on JioCinema
- SC rejects pleas seeking cross-verification of votes cast using EVMs with VVPAT
- Ultraviolette F77 Mach 2 electric sports bike launched in India starting at ₹2.99 lakh
- Deloitte projects India's FY25 GDP growth at 6.6%
- Italian PM Meloni invites PM Modi to G7 Summit Outreach Session in June
- Markets rally for 6th day running on firm Asian peers; Tech Mahindra jumps over 12%
- JNK India IPO allotment date
- JioCinema New Plans
- Realme Narzo 70 Launched
- Apple Let Loose event
- Elon Musk Apology
- RIL cash flows
- Charlie Munger
- Feedbank IPO allotment
- Tata IPO allotment
- Most generous retirement plans
- Broadcom lays off
- Cibil Score vs Cibil Report
- Birla and Bajaj in top Richest
- Nestle Sept 2023 report
- India Equity Market