Word: gillettee
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Most aficionados are first attracted by the promise of closer shaves. Shoe Salesman Marte Mejstrik, 27, of Lincoln, Neb., tried Clinique's "allergy tested" shaving formula on his sensitive skin; it worked so well he went on to a variation of the twice-a-day, three-step regimen of...
The lighter defeat was a bitter one for Gillette, which introduced its butane-fueled throwaway in 1972 and used a bright Jiminy Cricketlike creature as the product's symbol. But Bic, the American subsidiary of France's Societe Bic, jumped into the market the following year and quickly...
While dropping the Cricket may wound Gillette's pride, it should have little financial impact on the company.
Sales of the lighter amounted to only $42 million last year, or about 2% of Gillette's total revenues of $2.2 billion. The disposal of the line, moreover, will relieve the firm of a drain on earnings.
Even though Bic has beaten Gillette in the lighter skirmish, the battle between the two companies will rage on. The firms are equally fierce competitors in the throwaway pen and razor markets. While Bic's pen outsells Gillette's Write Bros, model, the Gillette twin-blade disposable Good...