US Razor Trio Ready $120m Cut-throat Contest

26 February 2003

Three leading US razor brands go chin-to-chin in the spring, as each launches new products backed by combined adspend of around $120 million (€111m; £76m).

Gillette, Schick (owned by Pfizer but being sold to Energizer Holdings) and Société Bic all roll out new regular and disposable razors for both men and women in March and April. Advertising is set to follow in June.

Schick is hoping to take on Gillette’s Venus women’s line with the three-bladed, gel-dispensing Intuition. Ad support, expected to be worth around $20m, will be handled by J Walter Thompson in New York.

Gillette is responding with an extension to its aforementioned women’s razor dubbed Pink Passion Venus. It is also launching a new version of its Mach 3 Turbo that bears the suffix G-Force, and is advertising a disposable razor for the first time in fifteen years with the roll-out of its Sensor 3D. Gillette’s campaigns come courtesy of BBDO Worldwide in New York.

Société Bic, which has not advertised in recent years, is returning to the fray with a campaign to back its new Bic Comfort 3 razor for women and men.

Data sourced from:; additional content by WARC staff