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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]
Gillette Sensor debuted in 1990, [99] and was designed by Dieter Rams. [100] It was the first razor to have spring-loaded blades. Gillette claimed the blades receded into the cartridge head, when they make contact with skin, helping to prevent cuts and allowing for a closer shave. [101]
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The razor and blades business model [1] is a business model in which one item is sold at a low price (or given away) in order to increase sales of a complementary good, such as consumable supplies. It is different from loss leader marketing and product sample marketing , which do not depend on complementary products or services.
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