Marketing: Gillette Goes Stainless

The biggest of them all was really only waiting until it was ready. Last week Boston's Gillette Co., the world's largest maker of razor blades (7 billion last year), announced that it too will market a stainless steel blade. The new blades will be distributed first in New York and Philadelphia and then to the rest of Gillette's 3,500 distributors and 500,000 retail outlets. Gillette thus becomes the third major U.S. company to go stainless, and its entry into the field signals the start of what is certain to be a bitter competition for the growing U.S. stainless blade...

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