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Gillette Mach3

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The Gillette Mach3 (/mækˈθriː/ mak-THREE[2][3] or /mɑːkˈθriː/ mahk-THREE[4]) is a line of razors produced by Gillette.

Gillette Mach3
TypeCartridge safety razor
InceptionJune 1998; 26 years ago (1998-06)
ManufacturerProcter & Gamble
AvailableYes
Models made
  • Mach3
  • Mach3 Turbo
  • M3Power
  • Mach3 Sensitive
  • Mach3 Start[a]
  • Mach3 Disposable
  • Mach3 Body[b]

Production

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Prior to the announcement, Gillette built plywood walls of stone around the production lines in its factory in Boston, in order to keep it a secret from many of its own employees.[5] Gillette said its manufacturing plant was capable of producing 250 cartridges per minute.[6]

Trade secret theft

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Steven Davis, a process controls engineer working for a Gillette subcontractor that designed the Mach3, stole information about the Mach3 and faxed it to Gillette's competitors, Warner-Lambert, Bic, and American Safety Razor.[7] Davis pleaded guilty to five counts of stealing Gillette's trade secrets in January 1998.[7] Davis was sentenced to 27 months in prison.[8] Davis said he committed the crime because he was angry at his boss.[8]

Announcement and introduction

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Gillette announced the Mach3 razor on April 14, 1998,[9] following more than $750 million in R&D.[10]

Gillette budgeted $300 million for a two-year advertising campaign for the Mach3 razor.[9][11] Gillette marketed the three blade design as allowing for a shave with less pressure to the skin and with fewer strokes, thereby reducing skin irritation. The Mach3 razor was released in North America during the last week of June 1998.[12] It was first sold in Europe in September 1998.[13]

 
 
The Gillette Mach3 cartridge attachment mechanism (top) and a blade cartridge (bottom).

References

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  1. ^ "Where to buy Máquina de afeitar recargable Mach3 cuerpo".
  2. ^ Gillette Mach 3 commercial (1999). YouTube. 2013-05-21. Event occurs at 0:29. Archived from the original on 2021-12-22. Retrieved February 9, 2018.
  3. ^ Gillette MACH3 | 5 Reasons To Upgrade. Gillette, via YouTube. January 22, 2018. Event occurs at 0:08. Archived from the original on 2021-12-22. Retrieved 2018-02-09.
  4. ^ Gillette MACH3 Sensitive TV Commercial, 'Sensitive Skin'. iSpot.tv. Gillette. 2013-07-03. Event occurs at 0:08. Retrieved 2018-02-08.
  5. ^ Meyers, Todd (April 21, 1998). "Gillette paves way for first class shave". Charleston Gazette (Charleston, West Virginia). p. P1D.
  6. ^ Francis, David (July 1, 1998). "Economics Of Whisker Removal". Christian Science Monitor. p. 1.
  7. ^ a b "Prison Shave". The Australian. May 1, 1998. p. 33.
  8. ^ a b Lowry, Tom (May 28, 1998). "FBI Joins Firms to Fight Espionage". USA Today. p. 1B.
  9. ^ a b "Gillette unveils three-bladed razor". Associated Press. April 14, 1998.
  10. ^ Aoki, Naomi (August 2003). "The war of the razors". The Boston Globe. Retrieved May 28, 2007.
  11. ^ Estrin, Robin (September 28, 1998). "Gillette to lay off 4,700 workers as part of reorganization". Associated Press.
  12. ^ "Gillette Earnings Up 11 Percent". Associated Press. July 16, 1998.
  13. ^ "Gillette sets Mach3 launch". CNN Money. CNN. April 14, 1998. Retrieved September 25, 2017.
  1. ^ the razor is known in Latin America as Gillette Mach 3 Aqua Grip.
  2. ^ in Brazil the razor is known as Gillette Mach 3 Corpo in Brazilian Portuguese and in Latin America is known as Gillette Mach 3 Cuerpo in Spanish.[1]
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