Gilette goes all-out to retain its cutting edge

Indian Bollywood actresses Neha Dhupia, Esha Gupta and Chitrangada Singh pose during the launch of Gillette shaving system 'designed especially for Women!' in Mumbai late November 14, 2013. Photo/AFP 

In Summary

• Shaving blades firm says the market in Kenya is still in its nascent stages as it launches a new brand.
• A man spends on average Sh2,295 a month and a woman Sh1,200 on blades and razors in a market that boasts over 10 million potential users.
• This is the market that Gillette is salivating for.

By JOSHUA MASINDE
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The shaving blades market segment in the country, although big business, is still in its nascent stages with just about 40 per cent of Kenyan men shaving at home.

The rest prefer to visit barbers.

This is according to Gillette, a brand of safety razors and personal care products.

A man spends on average Sh2,295 a month and a woman Sh1,200 on blades and razors in a market that boasts over 10 million potential users.

This is the market that Gillette is salivating for.

Gillette’s brand manager, Mr Mutune Kilonzo, said despite the steady growth in the grooming market, the greatest challenge the firm is facing is winning users of more premium and better


performing brands.

MAIN CHALLENGE

Today, Gillette, which commands about 60 per cent of the market, attributes its leadership position to perpetual innovation that has seen the brand take consumers’ criticism seriously.

“The main challenges that see us continue to constantly innovate is the African hair gene. As African men, we are particularly susceptible to bumps due to the coarse, curly nature of facial hair. Our research has, however, shown that one can reduce the occurrence of bumps by shaving more often, using new blades, using superior blades, and of course prepping oneself before a shave,” said Mr Mutune.

He said once consumers understand the art of shaving, the market is bound to experience steady growth and boom.

The global blade and razor business for both men and women is currently valued at $12.3 billion (Sh1.05 trillion) with about 800 million men shaving.

Mr Mutune spoke during the launch of the Gillette brand of male and female razors and blades into the Kenyan market.

The brand comprises five-blade Fusion to compete with Mach 3, a three-blade range in a bid to upgrade existing consumers to the premium product.

The firm said the decision to bring Fusion into the market was guided by consumers’ request for a product that would offer a smoother and clearer shaving experience with less skin irritation, which has been a great let down to blades purchase.

“What we have done is to continue to introduce better quality products in the market at different price ranges for our consumers. Our research has shown that our loyal consumers are more likely to try out a new razor, which offers something more than the one he currently uses,” said Mr Mutune.

Known for its slogan, “The Best a Man can Get”, Gillette is seeking to maintain its market leadership by offering users a larger variety in order to maximise category sales.

“The strategy that the brand is employing is to trade up consumers from using our disposable blades such as Blue 3 to using our systems such as Mach 3 to give them a better shaving experience that is also cost-effective in the long run,” said Mr Mutune.

Since its acquisition by Procter & Gamble in 2005, the 112-year-old brand has risen to become its own competition in a market where demand for hair grooming accessories is growing, yet the supply of quality products is low.