Tuesday, November 28, 2006

Where is razor blade technology taking us?

Taking off from my last post, marketing as a function has really milked incompetence for all it's worth. Not surprising, since the talent pool that graduates with marketing M.B.A.s have wallowed around like slugs long enough to have assimilated it as a way of life.
Now here is a community that collectively decided one day - 'This is it!' They never knew about 'short term gains' and had turned suicidal enough to lose faith in the long term ones too. So here is what they did - they rose in collective incompetence. They are now so proud about it, that they lease out prime time TV slots to brag about their ware, 'marketing' it to us!

Lets take a look at Gillete. They started off literally at the cutting-edge of technology. The commercial zoomed in on the worked out face of a cheek model (yeah...cheek models make a living by chewing on 20 strips of gum at once, in the hope of turning horse faced with the broad jawline et all:) and the one ultra sharp Gilette blade snipped the hair right at the root, even for muscular ridged cheeks. So there you had it, the blade was the best in the market and was almost shaving the skin off your face.
Then sometime around next year i am guessing, incompetence must have kicked in. Gilette's next razor 'Sensor Excel' needed an additional blade for the same clean shave. This was attributed to 'latest break through in technology'. Zoom in again to the same muscular cheek, and it now takes Gilette 2 blades to do the job. A couple of years later, they came out with Mach III, which had 3 blades. Boy, with three blades that sharp, it should have been marketed as an over-the-counter homicidal best-seller!!
People aren't stupid you know, they smelled a rat...all those blades, and still the same shave. Why should they liquidate their fixed deposits to buy these blades?? Then came the marketing miracle. Gilette glorified the inefficient 'just as close' shave as being intentionally gentle on the skin because of 'aloe vera' on the edge of the blades. Take a bow people, this is clearly the work of a genius.

So, is it really the aloe-vera on the new Gilette Mach III blade thats making your shave 'softer'?? While you ponder on that, Gilette just launched a 5 blade razor called 'Fusion'...for some strategic or feng shui based reason they must have skipped the number 4 perhaps. 5 blades, ladies and gentlemen...i'm sure low-end blades from uganda should be sharper than each of these 5 blades. The day is not far when Gilette comes out with its 23 blade razor. You won't even need to move your hand while shaving...just slap the razor on your cheek and nod sideways...that should do it:)

3 comments:

Paperslut said...

Shut up, just shut up. You had me at "milked incompetence".

Anonymous said...

this is so you, lele. :)

Akshay Vidwans said...

Too good dude. :). All of 'em