So, Gillette made its announcement this morning. As I predicted a few postings back, it announced a new razor — or, as it calls it, a “powered wet shaving system for men”. The M3Power combines the three blades of the Mach3 razor with a funky electrical thingie that “delivers gentle pulses to the shaving cartridge that stimulate hair upward and away from the skin, making it dramatically easier to shave more thoroughly than ever before”.
The innovations and “urgent unmet needs” don’t end there, of course. The M3Power includes a host of other tweaks, such as:
- A new blade coating called “thin uniform telomer”
- An Indicator(R) Lubrastrip(TM) infused with Vitamin E and Aloe
- An engineered handle with strategically placed gripping surfaces that enable men to shave confidently and safely at any angle
- M3Power also is shower-safe, so men can shave wherever they prefer
The fun, however, in competing with commodities is in the economics. And here is what we have: the M3Power includes the refillable razor, two cartridges and a AAA Duracell battery. It retails for approximately $14.99. An M3Power 4-pack of refill cartridges, however, will retail for approximately $10.99; an 8-pack will retail for approximately $20.99. A ten-pack of AAA Duracell batteries is about $5.00.
So, Gillette has managed to turn the razor/blade upgrade game into a razor/blade/battery upgrade, and it went from being $10 to $15 per upgrade. Nice.