My wife likes to remind me, "Nobody cares about shaving as much as you do, Brian." And you know what? I'm okay with that. But from visits to the shaving aisle at Target, reading numerous blogs and forums, and having conversations with peers, I've consistently seen that shavers are generally dissatisfied with at least some aspect of their shaving products.
For me, the issue has been both pricing and comfort. I cringe every time I hit the checkout counter with a pack of Gillette Fusion replacement blades, knowing that my wallet is about take a major hit. I'd be okay with this if my blades lasted for several weeks or months, but I've found that it's just not the case. Then I became curious and thought, "What are other people's experiences with razor blade life, and are there other options out there?"
Patrick and I put together a widespread market survey, and we discovered that over 50% of consumers were currently dissatisfied with the price of their current razor and razor blade (see charts above). On top of that, close to 30% of consumers were dissatisfied with their blade's lifespan. Finally, proof that I was not alone.
After even more research, I found that there were actually a variety of razors that weren't among the 4 to 5 options available at my local grocery store or retailer. In fact, I found well over 40 different razor systems that were on the market in the US, though most of these were only available online. However, less that 6% of respondents in our market survey indicated that they ever purchased razors or replacement cartridges online!
Unknown to most, industry leaders Gillette and Schick offer at least 20 different razors between the two of them. But the marketplace is changing: Dorco and Pace Shave teamed up to launch a full line of 8 razors in February 2012. Dollar Shave Club launched in April 2012 with 3 razors. Unilever's AXE brand teamed up with Schick to enter the market in February 2013 to sell 3 razors of their own. On top of this, Harry's Shaving Products is launching next week with a yet to be announced strategy to enter the market.
As the marketplace has changed and options have increased, Patrick and I decided there was an opportunity to help consumers navigate these choices. And that, my friends, is Reason #1 why we launched Razorpedia.com. Stay tuned for Reason #2 next week. We sincerely hope you enjoy the site and please contribute your reviews!
Make sure to Like our Razorpedia Facebook page and Follow us on Twitter!