Gillette facts for kids
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| Product type | Safety razors, shaving supplies, personal care products |
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| Owner | Procter & Gamble |
| Country | Boston, Massachusetts, U.S. |
| Introduced | September 28, 1901 |
| Markets | Worldwide |
| Previous owners | The Gillette Company |
| Tagline | "The Best a Man Can Get" (1989–2019, 2023–present) "The Best Men Can Be" (2019–2023) |
Gillette is a famous American brand that makes safety razors and other personal care products. It is owned by a large company called Procter & Gamble (P&G). Gillette started in Boston, Massachusetts, USA.
The company was founded by King C. Gillette in 1901. He wanted to make a new kind of razor. In 2005, The Gillette Company joined with Procter & Gamble. Today, Gillette's research and manufacturing centers in Boston are still very active. Other brands like Braun and Oral-B are also part of Gillette under P&G.
Contents
History of Gillette
How Gillette Started
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The idea for Gillette came from a salesman and inventor named King Camp Gillette. In the late 1800s, he thought of a safety razor with blades that could be thrown away after use. At that time, razors needed to be sharpened often. Gillette's idea was inspired by his mentor, William Painter, who invented the bottle cap that could be thrown away. Painter told Gillette to invent something similar.
It took Gillette six years to turn his idea into a working design. He struggled to find someone who could make thin steel blades. Finally, he found William Emery Nickerson, an MIT graduate. On September 28, 1901, Gillette and his team started The American Safety Razor Company.
Production began slowly in 1903. But in 1904, Nickerson built a new machine that made blades faster. In its first year, the company sold only 51 razors. But the next year, sales jumped to over 90,000 razors and 123,000 blades! The company changed its name to the Gillette Safety Razor Company in 1904. It quickly grew outside the U.S., opening offices and plants in London, Paris, Canada, and Mexico.
World War I and the 1920s
Gillette's sales grew steadily before World War I. But disposable razor blades were not yet popular. Many people still used straight razors or went to barbers. This changed when the U.S. joined the war in 1917. Soldiers had to bring their own shaving kits. Gillette's small kit with disposable blades was perfect.
Gillette made special military cases for their razors. In 1917, the company sold 1.1 million razors. By 1918, the U.S. military gave Gillette shaving kits to every soldier. Gillette's sales soared to 3.5 million razors and 32 million blades. Millions of soldiers got used to shaving daily with Gillette razors. After the war, Gillette used this in their ads to encourage daily shaving.
In 1921, Gillette's first razor patent was about to end. To stay ahead of new competitors, Gillette launched the New Improved Gillette Safety Razor. They also started selling their original razor, now called the Old Type, for a much lower price of $1. This made Gillette razors affordable for almost everyone. From 1917 to 1925, Gillette's sales increased ten times. The company also expanded globally, opening plants in England and offices in many other countries.
The 1930s and World War II
The Great Depression was a tough time for Gillette. The company had problems with blade quality and new products. In 1932, Gillette apologized for lower quality blades. They introduced the Blue Blade, which became very popular. Gillette also tried an electric shaver, but it didn't sell well.
In 1938, Gillette launched the Thin Blade, which was cheaper. It became popular during World War II because people wanted low-cost products. Starting in 1939, Gillette began spending a lot on advertising during sports events. They sponsored a radio show called Gillette Cavalcade of Sports, which later moved to TV. This show became famous for its boxing broadcasts.
Even during the Depression, Gillette's international business helped the company. By 1935, more than half of Gillette's money came from outside the U.S. Gillette expanded into Latin America and built new factories in England. By 1937, Gillette's factory in Berlin made 40% of Germany's blades.
World War II reduced Gillette's blade production. Many markets were closed, and some factories were taken over by German and Japanese forces. Gillette's factories in Boston and London also helped make weapons. In 1942, the U.S. government ordered Gillette to make razors and blades mainly for the military. By the end of the war, soldiers had received 12.5 million razors and 1.5 billion blades. Gillette even helped the U.S. Army by making special razors that hid money or escape maps for secret agents and prisoners of war.
After the War and New Products
After the war, Gillette quickly increased production. They updated factories in the U.S. and England and opened new ones in Switzerland and Mexico. Sales reached $50 million in 1946, and Gillette sold a billion blades in 1947. By 1950, Gillette had 50% of the U.S. blade market.
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In 1947, Gillette introduced the Super Speed razor and a new blade dispenser. This dispenser allowed users to slide a blade into the razor without touching the sharp edge. It also had a place for used blades.
Gillette also started making other products. In 1948, they bought The Toni Company, which made home permanent hair kits. Later, they added shampoos and hair sprays. In 1955, they bought Paper Mate, a pen company. In 1960, they launched Right Guard aerosol deodorant.
Television advertising was a big part of Gillette's growth. By the mid-1950s, 85% of Gillette's advertising money went to TV ads. They sponsored the World Series and other popular TV shows.
New Blades and Competition
In 1960, Gillette launched the Super Blue blade. This was their first blade with a special coating. It gave a much more comfortable shave. The Super Blue was a big success. By 1961, Gillette had 90% of the double-edge blade market.
But in 1962, Wilkinson Sword introduced a new razor blade made from stainless steel. Users said it stayed sharp three times longer than Gillette's best blades. This surprised Gillette. However, Gillette had actually patented the method for making coated stainless steel blades before Wilkinson. So, Wilkinson had to pay Gillette royalties.
Gillette waited to release its own stainless steel blades because the Super Blue was doing so well. They finally launched the Gillette Stainless blade in 1963. As a result, Gillette's share of the double-edge blade market dropped from 90% to about 70%. Two years later, Gillette released the Super Stainless blades, made from an improved steel. They also introduced the Techmatic, a new razor with a continuous spool of blade in a plastic cartridge.
Trac II: The First Twin-Blade Razor
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In 1964, Gillette started working on its first twin-blade razor in England. A new employee, Norman C. Welsh, discovered that one blade could pull the whisker out a little, allowing a second blade to cut it even shorter. This was called the "hysteresis effect."
For six years, Welsh and his team worked on this idea. They focused on a system called "Atra," which had two blades facing each other. But Gillette's marketing team worried that people wouldn't like the new scrubbing motion needed to use it. So, Gillette decided to focus on another twin-blade system called "Rex."
The "Rex" project was successful. It didn't need a new shaving motion. In 1971, Gillette announced the first twin-blade razor, now called the Trac II. It quickly became popular and helped Gillette compete with Wilkinson Sword's new single-blade cartridges.
The Rise of Disposable Razors
In 1974, the French company Société Bic introduced the world's first disposable razor. It sold well in Europe. Gillette quickly developed its own disposable razor. They designed a razor that was basically a Trac II cartridge molded into a blue plastic handle.
Gillette launched its disposable razor, called Good News, in 1976, about a year before Bic's razor reached the U.S. Gillette quickly became the market leader. Good News was also successful in Europe and Latin America, where it was known as Prestobarba.
Gillette used a strategy where they sold the same razor under different names and at different prices. For example, in Latin America, Prestobarba was advertised a lot, but cheaper versions like Permasharp II were also sold. This helped Gillette keep its lead against new competitors.
However, disposable razors cost more to make than cartridges, and price competition reduced Gillette's profits. By 1980, disposable razors made up 27% of the world shaving market. Gillette decided to focus more on its profitable cartridge razors. They reduced marketing for disposables in Europe and launched new ad campaigns for razors like Contour. This strategy helped increase profits.
In 1980, Gillette introduced Atra (known as Contour in Europe). This twin-blade razor had a pivoting head, which made it easier to shave the neck. It became a best-seller in the U.S. and a market leader in Europe.
New Products and Growth
In 1984, Gillette bought Oral-B Laboratories, a dental care company. In 1989, Warren Buffett's company, Berkshire Hathaway, invested $600 million in Gillette. This helped Gillette avoid being bought by other companies.
In 1989 and 1990, Gillette launched a new product called Sensor. They spent $175 million on marketing it in 19 countries. In 1992, Gillette launched the Series line of men's grooming products, including shaving gels and deodorants. The SensorExcel razor came out in Europe and Canada in 1993, and in the U.S. in 1994. In 1996, Gillette launched new products for women and teenage boys, like the SensorExcel for Women.
The Razor Wars Begin
In 1998, Gillette launched the Gillette Mach3, a new shaving system with three blades. This was a big challenge to the two-blade razors that were popular. Gillette spent $300 million marketing the Mach3, which took five years to develop. The Mach3 and its replacement cartridges cost 35% more than the SensorExcel. By 1999, Gillette was worth $43 billion.
In 2003, a competitor, Schick-Wilkinson Sword, introduced the Quattro, a four-blade shaving system. Gillette said the Quattro copied their Mach3 patents, but their efforts were not successful. Still, Gillette kept about two-thirds of the global wet-razor market by mid-2005.
Procter & Gamble Buys Gillette
In 2005, Procter & Gamble announced plans to buy Gillette for over $50 billion. This made P&G the world's largest consumer products company. After the purchase, Gillette launched the Fusion, the world's first five-blade razor, in 2005–2006. By 2010, Fusion was the best-selling blade and razor brand, reaching $1 billion in sales faster than any other P&G product.
Gillette also launched the Fusion ProSeries skincare line in 2010. In 2012, they introduced the Gillette Fusion ProGlide Styler for facial hair. Famous athletes like Roger Federer, Thierry Henry, and Tiger Woods have promoted Gillette products.
In 2015, Gillette started a subscription service called Gillette Shave Club. They later sued Dollar Shave Club for patent issues, but the lawsuit was dropped.
In 2019, Gillette partnered with TerraCycle to create a recycling program for blades, razors, and packaging from any brand. In 2020, Gillette promised to reduce its use of new plastics by 50% by 2030.
Gillette Products Over Time
Double-Edged Safety Razors
The first safety razor with a disposable blade went on sale in 1903. Gillette offered a few models until 1921. After that, Gillette introduced a new razor design and sold it at different prices. They also sold the original razor for just $1, making it affordable for everyone. In 1932, the Gillette Blue Blade was introduced. It was dipped in blue paint and became very famous.
In 1934, Gillette introduced the "twist to open" (TTO) design. This made changing blades much easier because the razor head opened like butterfly wings.
Razor handles continued to improve for a closer shave. In 1947, the new TTO model, the "Super Speed", was launched. It was updated in 1955, with different versions for closer shaves.
In 1955, Gillette made the first adjustable razor. This allowed users to change how close the shave was. This model was made until 1988.
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The Super Speed razor was redesigned again in 1966 with a black handle. It was made until 1988. A similar model, the "Knack", with a longer plastic handle, was made from 1966 to 1975. In Europe, the Knack was called "Slim Twist" and "G2000." A later version, "G1000," was made until 1998. A modern version of the Tech razor is still sold in some countries under different names.
Products No Longer Made
- Techmatic was a single-blade razor from the mid-1960s. It had a disposable cartridge with a long blade band that could be advanced to expose a new section.
- Trac II was the world's first two-blade razor, launched in 1971. Gillette said the second blade reduced irritation.
- Atra (also known as Contour, Slalom, Vector) came out in 1977. It was the first razor with a pivoting head, which Gillette said made shaving the neck easier. The Atra Plus had a lubricating strip.
- Good News! was the first disposable, double-blade razor, released in 1976.
- Custom Plus was a series of disposable razors with different features.
- Fusion Power Phenom was released in 2008.
- Body was a 3-blade razor for men's body shaving, introduced in 2014 and stopped in 2018.
Current Products
- Gillette Sensor came out in 1990. It was the first razor with spring-loaded blades. Gillette said these blades moved back into the cartridge when they touched the skin, helping to prevent cuts. This line includes Sensor Excel, Sensor 3, and Sensor 3 Cool.
- Blue II is a line of disposable razors, which used to be called Good News!. In Latin America, it's known as Prestobarba. The Blue 3 is a three-blade disposable razor, cheaper than Sensor 3.
- Mach3 – the first three-blade razor, introduced in 1998. Gillette says it reduces irritation. It comes in disposable, sensitive, and "turbo" versions.
- Venus is a line of razors made for women, created in 2000. Products include Venus Divine, Venus Embrace, and Venus Breeze.
- Gillette Fusion is a five-bladed razor released in 2006. It has five blades on the front and a single blade on the back for trimming. Sports stars like Roger Federer and Tiger Woods promoted it. This line includes Fusion Power, Fusion ProGlide, and Fusion ProGlide with FlexBall Technology, which has a handle that lets the razor head pivot.
- Gillette All-Purpose Styler, released in 2012, is a waterproof beard trimmer.
- Treo is a razor designed for caregivers to shave older people and those with disabilities. It was introduced in 2017 and was named one of the best inventions of 2018 by Time.
- SkinGuard is a razor for people with sensitive skin, launched in 2018–2019.
- In 2019, Gillette launched the first heated razor, which feels like a hot towel shave. It was named one of the best inventions of 2019 by Time.
- King C. Gillette Beard Care Line came out in 2020, named after the company's founder. It offers beard care products like wash, balm, and oil, plus a safety razor.
- Planet KIND Skincare Line launched in 2021. It's a sustainable shaving and skincare brand. The razor is made from 60% recycled plastic, and refills can be recycled through a partnership with TerraCycle.
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Gillette Blue II razor, around 2007
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Gillette Mach3 razor, around 2015
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Gillette Fusion ProGlide Power
Marketing and Sports
Gillette first used its famous slogan, "The Best a Man Can Get," in a TV commercial during Super Bowl XXIII in 1989.
The company has sponsored many sports events and teams. These include Major League Baseball (MLB) and the Olympic Games. Gillette also has the naming rights to Gillette Stadium in Foxborough, Massachusetts. This stadium is the home of the National Football League's New England Patriots. Many famous athletes, like Roger Federer, Tiger Woods, and Derek Jeter, have been sponsored by Gillette.
In 2009, some people in Ireland called for a boycott of Gillette. This was because French soccer player Thierry Henry, who endorsed Gillette, used his hand to score a goal in a game against Ireland. This unfair goal caused Ireland to lose a chance to play in the FIFA World Cup.
Gillette Stadium opened in 2002. Gillette's agreement to have its name on the stadium was extended until 2031.
Since the 1990s, Gillette has sent free samples of razors to men around their 18th birthday. This campaign aims to welcome them to adulthood.
In 2019, Gillette partnered with Twitch to create the Gillette Gaming Alliance, an esports group. They also had a "Bits for Blades" campaign, giving Twitch's digital currency to people who bought Gillette products online. In 2020–2021, Gillette also worked with NFL players like Saquon Barkley and Tua Tagovailoa as brand ambassadors.
Gillette in Science and Music
In laser research, Gillette razor blades are sometimes used as a simple way to measure how powerful a laser beam is. For example, a "four-Gillette laser" can burn through four blades.
A Gillette razor blade was also used by the English rock band The Kinks to create a special sound. Dave Davies, a member of The Kinks, cut the speaker cone of his amplifier with a single-sided Gillette razor blade. This created a unique, distorted sound that became famous on early Kinks songs like "You Really Got Me" and "All Day and All of the Night".
Gillette in Canada
In 1988, Gillette announced it would stop manufacturing products in Montreal and Toronto, Canada. About 600 employees were laid off. However, Gillette's executive offices and other operations remained in Canada. As of 2005, Gillette no longer made products in Canada but still employed about 200 people there.
See also
In Spanish: Gillette (marca) para niños
