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Gillette Launches Razor Subscription Service In UK

April 11, 2016: 12:00 AM EST
Procter & Gamble’s Gillette brand launched the Gillette Club razor subscription service in the UK. To support the launch of the subscription service, the brand also unveiled a campaign that promotes the service as “an offer so good, it should probably be illegal.” By launching the service, P&G says it can compete better with new rivals, including Bearded Colonel, King of Shaves, Cornerstone, and Close Shave Society. In 2015, Gillette filed a patent lawsuit against Dollar Shave Club, which has grabbed 8 percent of the $3 billion US market for razors and blades since 2013.
Sheila Shayon, "‘Loyalty Pays’: Gillette Expands Razor Subscription Service to the UK", BrandChannel, April 11, 2016, © Interbrand
Market Segments
Men's Grooming
United Kingdom
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Marketing & Advertising
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