Watch Out, Ladies… Gillette Is Targeting You

Not content with 5-bladed vibrating four dollars a cartridge Fusion profits, Gillette is now going after the female market.

Attempting to grab market share from leader Schick (ooooohhhhh, so that’s how Shick’s been staying in business), Gillette is running a James Bond-esque secret lab in Reading, England where they are paying women to perform their shaving rituals in front of Gillette’s cameras.

Actually, that does sound kind of awesome. But I digress.

The Big G is experimenting with scent-emitting razors, anti-cellulite razors, and of course psychographic profiling.

Among the gems in the article Gillette Sharpens its Focus on Women is this quote:

“We want to push the boundaries of what shaving could be,” said (Anne) Stewart, of the Gillette Reading Technology Centre. “But it needs to pass the tests of credibility and feasibility. Anything is possible.”

I dunno, Anne. Credibility at Gillette went out the window with the vibrating Fusion, as far as I’m concerned.

It will be fun, though, to see what the G actually brings to market. I’ll keep you posted.