Background

The U.S. razor market includes several categories, and Clean Edge belongs to the nondisposable
razor and refill cartridge category. The nondisposable razor market is in a rapid growth stage
(approximately 5% per year from 2007 to 2010), while the refill cartridges market is growing
less (approximately 2% growth per year from 2007 to 2010). Also, the male-specific grooming
and personal care product market grew increase more during these years than the growth of the
women’s beauty market.
Between 2008 and 2009, there were 22 new stock-keeping units (SKUs) launched in the
nondisposable razors and refill cartridges market. Most of the newly launched products
emphasized their advanced technology and aimed to target the super-premium segment.

Product details (Clean Edge)

Vibrating , ultra-thin Five blade design (Dubbed Clean Edge) would be the revolutionary product
for paramount to establish themselves as a innovation leader .with salient features like one AAA
battery for vibrations that stimulated hair follicles. In addition Larger and heavier handle allowed
for better balance , grip and control whil shaving , and the advanced ultra-thin blade design
reduced irritation. Trails results against the leading Nondisposable Razor Brands showed a 25%
increase in the hair removal .It also benefits to the overall skin conditions with even skin tone
and improved Skin texture. Launch of the men’s razor would occur in January 2011.

Competitors :

Alternatives :
Disposable razors provided a “wet” shave alternative, but appealed primarily
to the value-oriented customers or to customers that wanted a new blade for each
shave. Disposables generally competed on price and lacked the technology and
innovations that were standard in the nondisposable market. Electric shavers
captured a moderate percentage of the overall market (approximately 27% of
men used an electric shaver). Although they did not provide as close a shave as
“wet” razors, electric shavers were easier to maneuver and produced less skin
irritation. As a result, electric shavers generally appealed to older consumers.
Other substitutes included depilatory creams, waxing, and laser hair removal.

Direct competitors :

Currently, the nondisposable razor and refill cartridge market are dominated by three
international brands: Paramount, Prince, and Bent & Klein. These companies divide their
nondisposable razors into three segments: value, moderate, and super-premium, based on the
different price and quality. The super-premium market has been rapidly increasing for the past
ten years, due to the new product innovation.