Well, here we go again. According to a CNN Money item, Gillette (NYSE:G) is busy alchemizing innovation and marketing in an attempt to turn ordinary metals and plastics into glittering gold. Although no details are available, Peter Klein, who is the blue chip's senior vice president for strategy and business development, said that men will soon have another weapon to choose from in their constant fight against the stubble soldiers that invade their faces on a daily basis. That's right, get ready for another shaving device from the company that is famous for them. It will be a part of the Mach 3 franchise.
Of course, the descriptive time frame "soon" in the above paragraph is mine. Mr. Klein is keeping the release date close to the vest -- a useful tactic, considering that it will build anticipation within the marketplace. That's a goofy concept, to be sure; I mean, why would anyone be "anticipating" a new wet-razor paradigm?
To be honest, I'm a sucker for a new razor, whether it be from Gillette or competitor Energizer Holdings (NYSE:ENR); I don't necessarily buy the new ones right away, but I always get a kick out of whatever new design the wizards come up with. My guess is that an announcement with more detail will come within the next couple months.
Seems like only yesterday that were talking about the last new razor. Some might wonder whether this upgrade is a little too soon in the game; I'd say there is some merit to such concerns. After all, there is a risk of burdening the consumer with a barrage of improvements on top of the last barrage. It's like video game consoles or computers coming out with new models year in/year out -- it can make people wait for the more powerful configurations they know are just around the corner.
But that's another set of apples altogether. We're talking razors, and they're a bit more akin to the next iteration of Doritos or Coca-Cola. People are more willing to buy this year's shaving system, even if another one is close on its heels. And I can guarantee that Procter & Gamble (NYSE:PG) is happy about this -- giving birth to a razor is probably the best way to recognize such a marriage. I like this merger and agree with the thesis many have expressed -- the Wal-Mart (NYSE:WMT) world has made this event almost requisite. The new company certainly hopes it can extract some good margins for this next product when it comes time to stock the shelves of the Bentonville behemoth.
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Fool contributor Steven Mallas owns shares of Coca-Cola. He uses the Schick Quattro razor but is considering switching to one of Gillette's products. The Motley Fool has a disclosure policy.
