The great cartridge razor rip off - Change your shaving habits now & save a fortune
In January 2011, I blogged about why a double edge razor is technically better than a cartridge based razor system. Now there is yet another reason for men to ditch the horrid multi-bladed cartridge razor in favour of the single bladed razor.
According to an article on the Daily Mail website, the price of razor blade ‘cartridges’ has jumped by as much as 99% over the last three years.
“Replacement cartridges for Gillette’s Fusion ProGlide can be as much as £3.49 each,” the newspaper said.
It went on to say that blades for Gillette’s top-of-the-range Fusion ProGlide cost less than 10p to manufacturer, which in my book is a fairly decent profit margin.
The paper also blames Gillette, the world’s largest shaving company by quite a distance, for imposing a stealth price rise by cutting the number of replacement cartridges in its Mach3 Turbo packs from five to four.
“The smaller pack did not bring a corresponding cut in the price, leaving men paying at least 20 per cent more,” the article says.
It went on to blame the increasing cost of cartridge blades for men’s poor shaving habits.
“At the same time, men worried about making ends meet are either trying to make their razor blades last longer, with the resulting scrapes and cuts – or ditching their shaving regime and opting for designer stubble.”
A better quality shave with a long term saving
This all makes me rather angry as there is an easy solution – change your shaving habits and ditch the overpriced cartridge razor. Opt instead for a double edge safety razor and if you’re feeling really adventurous, a straight or cut throat razor (as its more commonly referred to).
Not only will both types of razor give you a better quality of shave, they are also much cheaper in the long run, as a number of the comments on the Daily Mail article point out.
“I switched from cartridge razors to a straight razor and have never looked back. True your initial investment is a little higher but the payback on these cartridge blades is 6 months or so. Have not had to buy a single razor blade in 18 months now,” commented Derrick Young, Wasaga Beach, Ontario.
Roy, from York, also pointed out the massive cost savings men could experience from switching to a DE razor: “I have used an old fashioned Double Edge safety razor for years and blades for that can cost as little as 10p. As they are cheap you can afford to change them regularly and get a good shave. With multi bladed cartridges because of the price people carry on using them when they are going blunt. With DE razors, OK the razor is more expensive but it lasts for many years, but one sharp blade every couple of shaves is better than a dull multi blade being stretched out over a week. People have had good shaves with single blades for centuries. Multi blades are a marketing gimmick.”
Roy’s last sentence is a very accurate one, “Multi blades are a marketing gimmick”. Let’s face it Gillette are excellent at marketing their products, they have pretty much convinced men that 3 blades are better than 1 and 5 blades are better than 3. They also spend millions of pounds on celebrity endorsements, with sports stars like Roger Federer, Tiger Woods, and Thierry Henry (who now wears a beard) fronting lavish TV and newspaper campaigns.
It was Gillete who first worked out that men would indeed fork out for overpriced cartridges as long as the initial cost, i.e. the handle, was affordable. It’s pretty much the same business model adopted by ink jet printer companies. Sell a cheap printer, then sell really expensive “cartridges” that run out quickly. It’s simple, but very effective.
Dollar Shave Club
It will be interesting to see how successful the much-hyped Dollar Shave Club will turn out to be. Dollar Shave Club’s business model is similar to LoveFilm, which sends subscribers movies in the post for a small monthly fee. Dollar Shave Club will send customers a monthly supply of disposable razor blades starting at $1 a month (however, when you add in delivery costs it’s more like the 4-Dollar Shave Club). A catchy brand name and I must say a pretty cool launch commercial, which has picked up nearly 5 million views on YouTube. And according to widespread media reports, more than 12,000 people have signed up for the service.
There is no question that the Dollar Shave Club YouTube video is hilarious. But aside from the online hype, can the Dollar Shave Club compete against the likes of Gillette in the long term? I’m guessing not…
Looking ahead, I really hope men will start to see through all this cleaver marketing and take a stand against the rising cost of cartridges. For those switching to the affordable yet luxurious world of double edged shaving, all I can do is welcome you to the real men’s club. And I will finish this article by saying; shaving should be regarded as a pleasure, not a chore.
Happy shaving.
Why a double edge razor is technically better than a cartridge based razor system
As Gillette launches its much-hyped Fusion ProGlide Power razor in the UK - I take a quick look at why a double edge razor is still technically superior to a ProGlide or any other cartridge based razor system out there.
For those who use double edge safety razors for shaving on a regular basis, the answer to the question “Why is a double edge razor technically better than a cartridge based razor system?” may seem quite obvious: ‘because you get better results’. However, for the rest of the men out there who use multi-bladed cartridges instead - and let’s face it that includes the vast majority of men in the Western world - they may wonder why they should ever consider changing their shaving method?
Well, the real answer to the question above lies within the technology of the types of razor on offer. From a scientific standpoint double edge safety razors certainly have the edge over cartridge based razor systems like the Fusion ProGlide Power razor, Wilkinson Sword Hydro and the King of Shaves Azor.
I recently spoke to American wet shaving expert Mike Sandoval, who runs the Shaving101 website, about why the cartridge razor system was so popular.
Gillette has unveiled the new Fusion ProGlide Power razor in the UK
“The cartridge razor system is appealing to many men because it is advertised to be modern and high performing with innovative designs and multi-blade cutting action,” he said. “High-dollar marketing campaigns feature celebrity athletes that promote modern cartridges as the only masculine option.”
So why do double edge razors produce a closer and more rewarding shave?
The cartridge system razor generally works by using its hinge or pivot point to maintain a constant angle on the face while shaving. And while there may be many other features or gimmicks they offer, this pivoting mechanism is the most important aspect of the razor at making the shave quick and easy to use – which is the key advantage of these razors.
“The problem is that the blades of a cartridge are close together with extremely small spacing between each cutting edge,” explains Mike. “The razor is unable to cleanly cutting hair without requiring multiple passes along your skin, catching and pulling long stubble, as well as constantly clogging during the shave.”
On the other hand, while double edge razors may take longer to get used too – with a short learning curve to overcome – you have far more control over the razor and the closeness of the shave itself. Therefore, with DE shavers the process may take longer, with shorter strokes, but you will notice an improvement in the (even more crucial) performance aspect of the shave.
Mike adds: ”The double edge safety razor uses a single cutting edge that tracks along the skin at a much more comfortable angle and cuts the hair cleanly without grabbing or pulling excessively (provided you choose the right blade for your beard and skin type).
”Although you won’t find many celebrity athletes promoting the double edge razor, there has been a strong resurgence in traditional shaving. Many men are returning to old-school shaving because it is more comfortable and more economical.”
If time really is the most important factor when shaving, a Hydro, Azor or ProGlide may be the answer, but if you are a man who likes to work with engineering excellence that has stood the test of time and has the patience to learn, then maybe it is time to think about leaving those expensive cartridges behind and opt for a results-proven double edged razor.
Gillette launched the new Fusion ProGlide Power razor in the UK this month. It is the latest addition to its growing family of Fusion razors with Gillette’s thinnest-ever blades. The firm says the ProGlide outperforms its existing Fusion razor.
There are two versions of the Gillette ProGlide, a battery-powered model and a manual version. The battery-powered Gillette Fusion ProGlide Power comes with one blade cartridge and is available priced £12.99. The manual version comes with two blade cartridges and costs £9.99.
The Goodfella Safety Razor
Over the last few years, I have used many different brands of cartridge based razor system, including the Azor, Gillette Fusion Power Stealth and Gillette Mach 3 Turbo, Wilkinson Sword Quattro Titanium Energy and Wilkinson Sword Hydro 5 and Boots’ Hydro and Titanium Triple Razor, but personally still prefer the excitement and closeness of a DE razor.
The Merkur 33C Classic will always be my all-time favourite, but I would also highly recommend the Merkur Futur 760, Goodfella, Muhle R89 and the relatively new Bluebeards Revenge “Scimitar” Double Edge Razor.
Follow Nick Gibbens on Twitter @nickgibbens
WHAT IS YOUR FAVOURITE DE RAZOR? LET US KNOW BY COMMENTING BELOW
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Today’s modern man puts his family & appearance before big nights out
A new study claims today’s modern man would rather invest time and money refining himself and his lifestyles and putting his family first.
According to the survey, carried out by shaving firm Wilkinson Sword, spending time with family and loved ones tops the list of the modern man’s priorities with 65%.
Grooming and taking care of appearances came in as the second most important priority with 30%. It appears the modern man is now trying to smash the clichés of the lager lout, with drinking coming in third on 16%, followed by gaming (14%), clubbing (11%), and casual sex (8%).
The research of men aged between 25 and 34 also claims “British men are returning to the golden age of their grandfathers in terms of time honoured traditional dress, manners and shaving etiquette”.
Nearly 30% of men feel the best definition of masculinity is ‘a well-mannered man’, followed by ‘a clean shaven man’ (27%), with half of those questioned emphasising that being clean-shaven makes them both look and feel confident.
The study also found that 92% of men buy their own razors, while 71% buy their own skincare products.
The boffins at Wilkinson Sword claim this new trend towards personal grooming can be attributed to the “troubled economic climate of modern times”, as men respond to this “by looking back to smarter, simpler and more secure times”.
“This new breed of man longs for authenticity and craftsmanship, for connoisseurship and chivalry, and looks to an old template of masculinity to find it. His grooming and dressing habits are inspired by and evoke his grandfather – he buys bespoke suits and shirts, savours fine wines and whiskeys, and lists positively Edwardian-sounding traditional pastimes such as shooting, fishing and cycling,” the report said.
Mark Tungate, author of Marketing to Men and Luxury World, sees this new trend as a living act of cultural remembering. “We’ve forgotten how good it feels to be well-groomed” he says, “when I got married I had a manicure, a barbered shave, and then put on a bespoke suit made for the occasion and I felt so sharp. It was like I’d turned into the best possible version of me.”
Karen Williams, Senior Product Manager of Male Systems at Wilkinson Sword, added: “The report findings suggest that young men want to look and feel smarter and healthier, and shaving is a quick and easy way for them to achieve this.”
Wilkinson Sword launched its much-hyped Hyrdo cartridge based razor in the UK back in October of this year. Reports suggest the firm has spent a whopping £20m on marketing the product, covering TV, print and digital advertising.
The new razor claims to introduce “revolutionary” technology, including a gel reservoir to hydrate skin during shaving, and new skin guards to help prevent skin getting trapped between blades.
It will go head-to-head with Gillette’s Fusion ProGlide razor, which launches in the UK in January 2011.
The new Hydro razor comes with either three or five blades, costing £5.99 and £7.99 respectively.
Follow Nick Gibbens on Twitter @nickgibbens
More articles by Nick Gibbens
Desperate move by Asda to halt growing trend towards double edged shaving
It has recently been reported that British supermarket giant Asda is to significantly reduce the cost of its Gillette razors by up to 40 percent.
And while this is an admirable move at last for those who use the brand’s shaving products, especially when you think of how cheap it is to actually make these blades, the fact still remains that razors which utilise disposable cartridges such as Mach 3 and Fusion still do not provide value for money for the country’s men.
The company has decided to finally act against widespread anger from guys who have been complaining about the cost of shaving products over the past few years. Therefore, it is no surprise then that many of these men are turning back towards retro wet shaving products like double edged razors.
Even though the cost of replacement cartridges may be dropping, by over a third, by at least one supermarket, the truth is, Gillette razor blades will still end up being more costly in the long run. As Britain’s men of shaving age are waking up to the thought that double edged razors are not just a traditional shaving product confined to the distant past, but make for a luxurious and much more enjoyable experience, people are growing tired of the gimmick which Gillette started when replacement razors were first introduced.
Marketing can only get you so far, and now men are beginning to take a stand against the rising cost of shaving products from the likes of Gillette and aren’t prepared to shell out a small fortune on blades which only cost about 5 pence to manufacture (with a 4,000 percent mark-up).
They may have been clever in getting top sports stars like Roger Federer and Thierry Henry to promote their shaving products, but this latest move by Asda only goes to show that while the blanket pricing from Gillette may be over, the damage has already been done. For those switching to the affordable yet luxurious world of double edged shaving, all we can do is welcome you to the real men’s club.
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