Schick Sues Gillette Over Ad Claims

BOSTON Schick’s parent company Wilkinson Sword filed a lawsuit in federal court Wednesday charging Gillette with false advertising, three days after Gillette introduced a 30-second spot touting its Mach3 Turbo as “The world’s best shave.”

The television spot, from BBDO in New York, claims that the razor provides “The world’s best shave. Gillette guarantees it.” The spot compares the Gillette Mach3 Turbo Champion razor to a sports car, boasting about the model’s “unsurpassed engineering” and “unparalleled technology.” Schick contends that the claims, along with the brand’s long-standing tagline, “The best a man can get,” are false.

Schick last month introduced the four-bladed Quattro razor, whose tests show it offers a closer shave than Gillette’s top-line Mach3 Turbo, the company’s lawsuit stated. Schick also disputes Gillette’s claim that its Sensor3 is the best disposable razor, a title Schick reserves for its disposable entry, the Xtreme3.

“We stand behind our claims and look forward to upholding them in court,” Eric Kraus, a spokesperson at Boston-based Gillette said in a statement.

The new Gillette commercial is airing on late-night and prime-time television shows including Late Night With David Letterman, The West Wing and Everybody Loves Raymond, as well as during telecasts of National Football League and Major League Baseball games. A print campaign in major publications is also scheduled.