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Glossy has a story about how Procter & Gamble-owned Gillette’s GilletteLabs division is debuting its first new product - a $200 heated razor, that will only be sold online and at 100 Art of Shaving locations.

According to the story, the 2018 launch of GilletteLabs “marks a changing tide at the larger company, which has been losing market share for years. In 2010, Gillette dominated the men’s shaving category with a 70% market share, but since 2016, it’s only accounted for 54% of the market, according to market research firm Euromonitor International. In April 2017, it began price cuts of around 12% across all of its products to deal with defecting customers.

“The Art of Shaving, which was acquired by P&G in 2009, has allowed the conglomerate to broaden its approach beyond shaving, and into beard oils, fragrances and shaving services.”

“Elevating the experiences of the everyday routine is the goal,” Stephanie Niezgoda, a senior product innovation engineer for GilletteLabs, tells Glossy. “Other brands care about doing cost-saving [tactics], but bringing our technology and our understanding of the consumer together can add up to a big difference.”
KC's View:
By “other brands,” Niezgoda is referring to the likes of Dollar Shave Club and Harry’s…which keep pushing Gillette to innovate. I just don’t know that a $200 heated razor would be the way I’d go. To me, it only makes the likes of Dollar Shave Club more attractive, not less so.