There's something to be said about the timeliness of an ad campaign. In this month's Maxim Magazine, I noticed this ad for the "New Schick Hydro 3", which promises to be "a better shave than the Mach 3".This makes me wonder...
- Why would Schick introduce a new 3-blade razor when the competition has been pushing their 5-blade Fusion series for well over a year?
- Why would they compare it to a competitive product that has more or less become obsolete?
I have to admit, I still shave with a Mach 3 blade. It meets my needs and I have never felt the urge to upgrade to a Fusion series.
That said, I really can't see why I would make a 'lateral' shift from a Mach 3 to a Hydro 3 when the next logical purchase would be the more advanced 5-blade razor.
Sooner or later, both Schick and Gillette will stop offering replacement blades in an effort to upgrade those of us stubborn 3-bladers. It is beyond me why Schick would invest into a market that is beyond mature.
I would love to see some market-share numbers on this category or get some insight from anyone who has some industry knowledge.
Still, I believe this product and campaign are too little too late...
