Gillette

Gillette is a brand of Procter & Gamble currently used for safety razors, among other personal care products. Based in Boston, Massachusetts, United States, it is one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was acquired by P&G in 2005. Their slogan is "The Best a Man Can Get". The original Gillette Company was founded by King Camp Gillette in 1895 as a safety razor manufacturer. On October 1, 2005, Procter & Gamble finalized its purchase of The Gillette Company. As a result of this merger, the Gillette Company no longer exists. Its last day of market trading symbol G on the New York Stock Exchangewas September 30, 2005. The merger created the world's largest personal care and household products company. In addition to Gillette, the company marketed under Braun, Duracell and Oral-B, among others, which have also been maintained by P&G. The Gillette Company's assets were initially incorporated into a P&G unit known internally as "Global Gillette". In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette's brands and products were divided between the two accordingly.

Trademark

The stylized Gillette logo drawing, trademarked at the USPTO, and filed by Gillette Safety Razor Company The Gillette brand is synonymous with shaving and personal care products. As such, trademark protection becomes invaluable to distinguish a company's products and services from its competition to the public. King Gillette sought protection of his fledgling business for safety razors when he applied for the trademarks for razors and razor blades, soap, and shaving brushes on Wednesday, May 27, 1908. King C. Gillette filed trademark applications with the USPTO simultaneously in separate goods and services classes. King C. Gillette filed trademark applications under the early company name, Gillette Safety Razor Company. And while trademark applications were filed at the same time, each registration was granted on different dates. Registration for the Gillette trademark was assigned to razors and razor blades and was granted on October 13, 1908 with a serial number 71034984. Trademark for soap was

awarded on September 29, 1908, with serial number 71034985, for shaving brushes on September 1, 1908 with 71034986. First use for this early Gillette trademark is declared as May 16, 1908. All three trademarks for the Gillette diamond are listed as expired.

Older products
The first safety razors using the new disposable blade, were introduced around 1902. Gillette maintained a limited range of models of this new type razor until 1934 and the introduction of the "Aristocrat". The great innovation of this new model was the "Twist to Open", or TTO design, which made blade changing much easier than previously, wherein the razor head had to be detached from the handle. 1947 saw the introduction of the new "Super Speed" model, also a TTO design. This was updated in 1954, with different versions being produced to shave more closelythe degree of closeness being marked by the color of the handle tip. In 1958, the first "adjustable" razor was produced. This allowed for an adjustment of the blade to increase the closeness of the shave. The model, in various versions, remained in production until 1986. The Super Speed razor was again redesigned in 1966 and given a black plastic handle. It remained in production until 1986. A companion model, "The Knack", with a longer plastic handle, was produced from 1966 to 1976.

Newer products
Trac II was the world's first two-blade razor, debuting in 1971. Gillette claimed that the second blade cut the number of strokes required and reduced facial irritation. Trac II Plus is an identical model but adds a lubricating strip at the top of the blade. The blades and handles are interchangeable. The European versions of the Trac II and Trac II Plus are known as the GII and GII Plus respectively. Atra (known as the Contour, "Slalom" in some markets) was introduced in 1977 and was the first razor to feature a pivoting head, which Gillette claimed made it easier for men to shave their necks. Atra Plus featured a lubricating strip, dubbed Lubra-Soft.

Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded blades. Gillette claimed that the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave. The **Sensor for Women was released around the same time and is nearly identical, but has a wider cartridge head. Sensor Excel was released in 1995. This featured "Microfins," a piece of rubber with slits at the bottom of the cartridge and Gillette claimed this helped to raise facial hairs, making for a closer shave. Sensor 3 has three blades instead of two. All Sensor handles can use all Sensor cartridges. The Sensor range remains in production. Good News! was the first disposable, double-blade razor, released in 1976. The Good News! came in three forms: the "original", the "Good News! Plus", which included a lubricating strip, and the "Good News! Pivot Plus", which featured a lubricating strip as well as a pivoting head. Blue II is a line of disposable razors. In Latin America, it is marketed as the Prestobarba. Blue 3 is a line of three-blade razor, cheaper version of Sensor 3 (Sensor compatible). Available also in disposable variant. Mach3 The first three-blade razor, introduced in 1998, which Gillette claims reduces irritation and requires fewer strokes. It claimed five improved microfins, improved spring blades, and a pivoting head with greater flexibility than previous Gillette products. It used a blue lubrication strip that faded as the razor was used to encourage users to change their blades more frequently. The Mach3 razor and blades are the best selling razor of all time.

Mach3 disposable. The above with a different plastic handle. Mach3 Turbo had ten microfins as opposed to the five on the original, a new grip a claims improved lubrication and "anti-friction" blades. All Mach3 blades are interchangeable between the three products in the range, so it is possible to use the Mach3 Turbo blades on a Mach3 razor. Mach3 Turbo Champion has a slightly different handle design. M3Power is a battery-powered version of the Mach3 Turbo razor which can also be used with the power switched off. The blades differ from Mach3 Turbo in having what Gillette says is a new blade coating which it describes as "PowerGlide". The lubrication and microfins are identical to Mach3Turbo. The Mach 3 Power Nitro has a slightly different handle design. Venus is a female version of the Mach 3. Mach 3 blades can attach to a Venus handle and vice versa.

Venus Divine is a female version of the Mach3 Turbo. Venus Vibrance is a female version of the M3Power. Venus blades are interchangeable across the line. Venus Embrace is a five-bladed razor with a ribbon of moisture surrounding the blades. Venus Breeze is a three-blade razor with shave gel bars built into the head of the razor. Another version of the Breeze, the Venus Spa Breeze, is essentially the same as the Breeze, but with a white tea scent to the shave gel bars. Venus ProSkin MoistureRich, launched in January 2011 in the United States, is an updated version of the Breeze, featuring MoistureRich shave gel bars that are enhanced with a triple blend of body butters.

The Gillette Fusion Power Gillette Fusion is a five-bladed razor released in 2006. The Fusion has five blades on the front, and a single sixth blade on the rear for precision trimming. Gillette Fusion Power is a motorized version of the Fusion. The Fusion Power is battery powered and emits "micropulses" that are claimed to increase razor glide. Fusion Power Phantom The Fusion Power Phantom (Stealth in UK) were released in February 2007. It features a redesigned handle and a darker color scheme than the original. Fusion Power Phenom was released in February 2008. It has a new blue and silver color scheme. Fusion ProGlide and Fusion ProGlide Power were launched on June 6, 2010 in North America. It claims to have re-engineered blades with edges that are thinner than Fusion. They are

finished with low-resistance coating, which are claimed to allow the blades to glide more easily through hair. Fusion Power Gamer (known as Cool White in some markets)

Criticism
The desire to release ever more expensive products, each claiming to be the best ever, has led Gillette to make disputed claims for its products. In 2005 an injunction was brought by rival Wilkinson Sword which was granted by the Connecticut District Court who determined that Gillette's claims were both "unsubstantiated and inaccurate" and that the product demonstrations in Gillette's advertising were "greatly exaggerated" and "literally false." While advertising in the United States now had to be rewritten, the court's ruling does not apply in other countries. Procter & Gamble shaving products are currently under investigation by the Office of Fair Trading in an inquiry into alleged collusion between manufacturers and retailers in setting prices. According to the Daily Mail in the UK, an industry insider has claimed that the Fusion range of blades cost only 0.05 each to manufacture, yet sell for up to 2.43, a mark-up of more than 4,750%.

Brand worth
Some of Gillette's profit and sales may not have been due to the direct worth of the product, but due to it being presented to the public from a well-known company. In 1999 Gillette, as a company, was worth US$43 billion and it was estimated that the brand value of Gillette was worth US$16 billion. This equated to 37% of the company's value, which was the same as DaimlerChrysler, one of the world's largest car manufacturers at the time.

Promotions
Gillette has a long history of promotions for its products, especially towards young men. Current promotions include sponsorship of sports events such as the Rugby League Tri-nations and shipping their then-flagship product (currently the Fusion) to males in the United States around the time of their 18th birthday. Athletes such as Roger Federer, Tiger Woods, Shoaib Malik, Derek Jeter, Thierry Henry, Kenan Sofuoglu, Park Ji-Sung, Rahul Dravid, and Michael Clarke are sponsored by the company. There were calls to boycott Gillette products given their association with Thierry Henry, after a handball by Henry went undetected by referees and allowed France to knock Ireland out of a major football competition. Marketing experts have highlighted "the curse of Gillette", given the mishaps that happen to sports stars associated with the brand.

Biblography
y Gillette Fusion Official Site y Another Gillette Razor: Fusion Phantom Power y Gillette (February 11, 2008). "Gillette Unveils Newest Members of Its Gillette Young Guns Lineup". Press release. Retrieved February 15, 2008. y Truth in advertising y Sharp practice? The razor heads that cost just 5p to make, but sell for 2.43 each Daily Mail June 8, 2009 y Pavitt, Jane. Brand New, September 2000. ISBN 0-691-07061-X. y "Boycott threat to Gillette products over Thierry Henry 'handball' row". The Daily Telegraph (London). November 21, 2009. Retrieved May 3, 2010. y "Henry, Woods, Federer: The curse of Gillette". The Independent (London). November 29, 2009. Retrieved May 3, 2010. y http://www.tribune.ie/news/international/article/2009/nov/29/shaven-but-stirred-the-gillettecurse/