Hipsters are killing American razor sales
Their stubborn refusal to shave off stylish facial hair and stubble has Schick and Gillette worried. But those brands may have dug their own graves.
Sneer from atop your fixed-gear bike and try to drown it all out with original 7-inch vinyl Happy Mondays singles, but your wall of feeble aesthetic stereotypes shouldn't prevent you from bearing the blame for lost profits on your plaid, suspender-laden shoulders.
With Gillette maker Procter & Gamble (PG) complaining that razor sales are falling in developed countries and Schick parent company Energizer (ENR) bemoaning a 10% drop in razor sales in the past year alone, Bloomberg Businessweek posits that the source of these woes is the whiskered face of Hipster America.
Slowly replacing the hippie as the target of scorn for things other Americans don't like or understand, hipsters and their elaborate facial hair have fallen right in the cross hairs of international market research firm Euromonitor. The group says hipsters have helped create a "vogue for stubble" and a "growing acceptance of the unshaven look in the workplace" that is dragging down razor sales that relatively "nonhairy" China can't compensate for.
But is it really the fault of some kung-fu marathon-watching, "Super Mario Bros. 2"-playing, bourbon-aged-beer-drinking bogeyman? Or is the real culprit staring right into razor-making conglomerates' shaving mirror?
The razor companies have been trying to sell Americans on the idea that more razors are better for so long that a 1975 "Saturday Night Live" skit about the Triple-Trac razor eventually led to Gillette's Mach 3. Meanwhile, a 2000 spoof featuring Gillette's Platinum Mach 14 doesn't seem far off the mark in a six-blade reality.
As both the blades and their prices have increased, the American shaver has sought other options. Bloomberg Businessweek notes that post-recession shavers have flocked to private labels such as Dollar Shave Club and Manpacks, whose cheap, generic razors account for roughly 4% of the U.S. market. More follicle-savvy face scapers, meanwhile, have stepped up to boutique sellers like The Art of Shaving, which stresses durable, fashionable razors over disposables.
Besides, both Schick and Gillette are actively, desperately pursuing the hipster market. The problem with selling electric razors such as Gillette's ProGlide Styler -- which comes with its own hipster facial hair cheat sheet -- is that you can't bleed a customer for replacement blades for years. Yeah, the penchant for reclaimed and sustainable goods just happens to be a hipster stereotype that's true.
Hipsters are not killing sales. It is the absolutely ridiculous prices the blade refills cost. Are you freaking kidding me! A package typically costs $15-$35 dollars and disposables just plain SUCK.
My skin is too sensitive for the lawn rakes that BIC sells and I have tried the other cheaper disposable and refills and they are pathetic.
Keep the prices higher than petrol (comparably) and we will all look like Chewy or Chaka.
Do manufactures do any user polls and/or listen to their customer base????????
no the beards didnt cause the issue
THE HIGHWAY ROBBERY OF PRICES ARE KILLING THE NEED TO SHAVE
greed is a killer
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