RAZORS The $200 Million Shave

Notes RAZORS The $200 Million Shave

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 user's skin. The high-tech face scraper has 22 patents, 13 moving parts, platinum-hardened chromium blades, and is welded with lasers.

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...

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