How Gillette Won The Razor War?
Wonderful story on Scott Monty’s blog on how Gillette changed the rules of razor marketing. In the the late 80s / early 90s, Gillette made an incredibly smart marketing move: they purchased the mailing list of the Selective Service. If you’re not familiar with the Selective Service system, every male in the U.S. between the ages of 18 and 25 must register, in case there’s the need for a military draft. Gillette sent their new (at the time) razor, the Sensor, to every registrant. For reference, Gillette makes more money on their blades than they do on the razor mechanism itself – it’s similar to the computer printer model, in which printers are priced affordably and the cartridges are expensive. Each and every young male that registered got a free razor and set of blades from Gillette, essentially giving them the opportunity to be Gillette customers for life.