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TIME: Almanac 1990
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1990 Time Magazine Compact Almanac, The (1991)(Time).iso
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time
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060589
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06058900.013
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1990-09-17
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BUSINESS, Page 57Business NotesADVERTISINGClose Shaves, Battling Blades
Talk about cutthroat competition. Boston-based Gillette, which
dominates the $700 million U.S. wet-shaver market with a 65% share,
sued Swedish-owned rival Wilkinson Sword last week for claiming in
a TV commercial that its new Ultra Glide razor provides the
"smoothest, most comfortable shave known to man." No matter that
manufacturers have freely boasted for years that their products are
the biggest, the best or even the most aromatic. Gillette accused
Atlanta-based Wilkinson, which controls 4% of the blade market, of
false advertising.
The case centers on the thin strips of lubricating material
found on most new razors. Wilkinson claims that a 320-customer
survey proves consumers prefer its blue-stripped Ultra Glide razor
to Gillette's white-stripped Atra Plus. Not surprisingly, Gillette
has conducted its own customer survey, which it says establishes
the opposite sentiment. Alas, an issue that once would have been
judged at the bathroom sink now seems likely to be decided in
court.