Word: gillettee
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Dates: during 1980-1989
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Shaving may be a mundane activity, but the razor industry takes it as seriously as a moon launch. Last week industry leader Gillette unveiled the result of a ten-year development project. Called Sensor, the new razor has twin spring-mounted blades that individually contour to the vagaries of the...
Sensor is the product of Gillette's all-out effort to lure customers away from throw-away razors, which have grabbed more than 60% of shaver sales. Gillette makes such razors too, but they typically produce a thin profit margin for their manufacturers. The Boston-based company invested $200 million...
It is highly unlikely that Mockler consciously conspired to create that message. His only real goal is to sell razors, and he probably just told the Globe reporter the first thing he thought of. Nevertheless, his words--like those of most corporate advertisers--serve to gloss over huge social as...
This small oversight is merely indicative of Mockler's, and Gillette's, real feelings about democracy and egalitarianism. When John W. Symons, Gillette's North Atlantic president, boasts "We have the potential of being the greatest male toiletry business in the world" it's hard not to laugh at the...
The Gillette Sensor is the Harvard Yard of the razor world. It's damn pleasant, and anybody who wants to can enjoy it--and that should be enough to keep us happy for life.