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Gillette budgeted $300 million for a two-year advertising campaign for the Mach3 razor. [9] [11] Gillette marketed the three blade design as allowing for a shave with less pressure to the skin and with fewer strokes, thereby reducing skin irritation. The Mach3 razor was released in North America during the last week of June 1998. [12]
Free refills are seen as a good way to attract customers to an establishment, especially one whose beverages are not their primary source of income. [1] Due to the extremely low cost of fountain soft drinks (especially the beverage itself, not including the cost of the cup, lid and straw), often offering a profit margin of 80-82%, establishments tend to offer free refills as a sales gimmick. [3]
In May 2019, Gillette released a video on Facebook, [15] as well as Instagram, [16] entitled "First Shave" as part of a follow-up campaign, #MyBestSelf, which features the story of a recently-transitioned trans man learning to shave from his father. The ad modified the Gillette slogan, this time by making it inclusive of gender identity.