The pic above was taken in Tesco today. For the first time in 11 months, Gillette don't have their Fusion handle on 'half price promotion' with any major UK retailer. Here, they simply have a secondary location promoting it.
Since we launched our Azor in mid-June 2008, both Gillette and Wilkinson-Sword have been promoting their handles at half price. Result - well - Gillette's sales of their handles are 300% up when on deal, but at the same time, sales of Fusion cartridges have been OVERTAKEN in volume by 11 year old Mach3. Constant half price handle promotion, given the COGS (cost of goods) of the handle must have terrified their UK FD, who has not only see our King of Shaves Azor track steadily towards 10% handle market share, but has seen sales of Gillette software decline by £4m and with the exception of Azor, no shaving brand is in growth.
So, not only have we disrupted the market to the consumer's advantage with the Azor (shave closer, longer, for less) but have made shaving as a whole more affordable. I'm very proud of that. Looking forward to unleashing our next phase - bookmark MoneyShavingExpert.com - live in 10 days or so - you'll be glad you did.
Oh yes, and Azor will be in all Asda stores and all Morrison's stores within the month, with our shaving software going into LloydsPharmacy, shortly being followed by Azor.
King of Shaves = The Future of Shaving!
