Magazine article Newsweek

Grooming: Uno, Due, Tre. Quattro?

Magazine article Newsweek

Grooming: Uno, Due, Tre. Quattro?

Article excerpt

Byline: Daniel McGinn

Few men hop out of bed each morning and say: "Oh, goody, I get to shave today!" But this month brings a rare bit of excitement to male grooming: the new Schick Quattro, the first-ever four-blade razor. The Quattro will seek to carve into sales of the Mach 3 Turbo, the flagship blade of industry leader Gillette. To fight off its new rival, Gillette has filed a patent-infringement suit against Schick. Gillette is also testing new ads that don't talk about technology. In one print ad being tested in Philadelphia, a man slumps at his desk over the headline ISN'T MONDAY ROUGH ENOUGH? The ad, called a "frequency campaign," tries to educate men about the benefits of changing razor blades more often, using the tag line "Change Your Blades. Make Your Week." "It's just one of the concepts we're testing," says a Gillette spokeswoman. But could it boost sales? Dartmouth marketing professor Kevin Keller says it depends on "whether men believe that after seven days the blade has lost its pop. …

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