Case Analysis Clean Edge Razor

Paramount Health and Beauty Company, a leading name in consumer products including Health,
Cleaning, Beauty and Grooming is all set to launch a new non disposable razor with cutting edge
technology to improve0 men’s shaving experience. The design provides superior performance by
the use of a vibrating technology. The new product is to be launched in the Super premium
segment, which is the first product in this segment by Paramount. The issue at hand is the
decision regarding this product’s positioning which could be done either in the highly involved
Niche market or in the main stream aesthetic shaver market.

1. Market Trends

1. There have been numerous product introductions in non-disposable razors and refill cartridges
category (22 new SKUs were introduced from 2008-2009).

2. Purchase volumes are not high, but the margins tend to be considerably higher compared to
other personal care products.

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3. Distribution also started to shift outside the traditional food and drug stores with the former
being the main distributors followed by mass merchandisers.

4. There was also a shift toward men’s grooming with more media attention and less stigma
associated with it.