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 a thin profit margin for their manufacturers. The Boston-based company invested $200 million in Sensor technology, and will spend an additional $175 million this year to introduce the product. When it goes on sale in January, Sensor will be priced at about $3.75 for the razor and three blades. Gillette hopes to sell 15 million razors the first year and snare 15% of the $770 million U.S. wet- shaving market by 1992.