Gillette has “upped the ante” in the shaving wars by introducing a radical, revolutionary, never-before-thought-of innovation: yes, it’s a fifth blade! It’ll be on the upcoming Fusion razor, which is a response to Schick’s four-blade Quattro razor, which was itself a response to Gillette’s three-blade Mach3. Gillette is taking the opportunity to celebrate with a little trash talking (comparing the Fusion to Schick’s new battery-powered Quattro “is like comparing a Ferrari to a Volkswagen as far as we’re concerned,” says Gillette’s CEO). But isn’t the whole oneupmanship in the razor market a bit of a bad joke by now? Who will settle it with the infinity-plus-one-blade razor?
—Posted by Tim Nudd