Why Razor Ads Are so Funny

Shaving has been an important part of life for thousands of years, and is a staple of modern hygiene. Let's look at some of the technology leaps in shaving over the last one-hundred sixty years.

In 1847, William Henson developed the first razor ever with one blade set perpendicular to the handle.

In 1971, Gillette dramatically altered the shaving category with the first twin blade razor, Trac II.

In 1998, Gillette introduces Mach3, a bold three-blade shaving system.

In 2003, Schick Invents Quattro, an ingenious four-blade razor.

In 2006, Gillette presents the state-of-the-art Fusion with staggering five-blade technology.

Indeed great minds have gone into developing the amazing gadgets we use today. In 2003 when Schick introduced the four-blade Quattro razor, their market share went from 10 percent to 16 percent.

According to Ralph Kinney's article "Razor Wars" in 1998: "The MACH3 represents a quantum leapin shaving technology and performance. . . it is the most significant men's shaving advance since the launch of the first twin blade razor"

It is estimated that 100 million men currently shave with the MACH3. But despite MACH3's hold on the shaving market, Gillette expects the more expensive Fusion to be generating at least a billion dollars in annual sales by 2008.

I can't blame them. People will buy. Recently a razor was invented that vibrates via a battery in the handle. What will they think of next. I had a chance to test this razor about a year ago. It's a vibrating razor. It made my hand numb.

It appears certain that the technology exists for a 17 bladed razor and how brilliant that would be. Perhaps we are not ready for such a "quantum leap" in technology. Much like people in the 1800s were frightened at the speeds that passenger trains traveled (20mph).

So until the "Mach 17" is available at Wal-Mart via China, I will just have to be content upgrading my razor one lonely blade at a time.