So, why is it actually better? And why do Gillette suddenly feel the need to advertise the fact it is better than 10 year old Mach3 razors?
i don't know if it's just me, but in the last couple of weeks I've seen a massive surge in advertisements for the Gillette Fusion Power razor. We're being told it's better than Mach3, launched over 10 years ago, and have its many 'features and benefits' pointed out in ads that exhort to you that it's 'Gillette's Best Shave Ever'.
Which, of course, I hope it is, given the 'hundreds of millions of pounds' being spent on telling you this fact.
The facts however, suggest a different story. Whilst sales of replacement blades are up for the Fusion, sales of actual handles are down year on year (according to IRI Infoscan anyway). And I'm emailed regularly with people who have several, sometimes half a dozen handles, just to take advantage of the current 'half price offer' (no free lunch remember, replacement blades aren't half price). You can only put so much salt into water, before you can't drink it, and I reckon the Fusion's cup has already runneth over...
With our new Azor you can "Shave & Prosper'. Not only is it half the price of Gillette's Fusion Power at £4.99, but each cartridge is only £1.25 apiece (not £2-2.50) and when you buy either the handle & 3 blades, or a 4 or 8 replacement blade pack, you'll find a further £1 off!
So, like I say in my Fair Shave Manifesto, "the more we sell, the more cost effective we hope to make your purchase". As well as being tough on stubble and the causes of stubble, we're intent on lowering Stealth shaving taxes...
And our first week sales (from just a handful of Sainsbury's stores) are in the thousands already, let alone sales from our online store.
So, why not escape The Matrix and take the Red Pill, choose different, shave better and save cash in the bargain. Those pounds saved over the year ahead will add up - and help you pay for daily essentials.
You know it makes sense! Less for them, Mor for you! You can buy the Azor ('Warp' style) from Sainsbury's now, or for the next few weeks, get the white ('Pola') style from KMI's online store here
New King of Shaves Azor. The King of Shaves, without the ransom.
