Asda tackles Gillette with razor launch

Asda will take on Gillette, the leader in the £160m men’s razors market, with the launch of its own brand disposable blades that fit Gillette razor handles.

Asda will take on Gillette, the leader in the &£160m men’s razors market, with the launch of its own brand disposable blades that fit Gillette razor handles.

The Asda Tri-Flex blades fit Gillette’s Sensor and Sensor Excel handles, and Asda handles.

The Asda razor will be sold at a lower price than Gillette’s Mach 3, the world’s first triple-blade razor, launched last October.

A four-pack of Tri-Flex razor blades with handle costs &£3.99 compared with &£4.99 for the equivalent Mach 3 package; four Tri-Flex blades cost &£3.49 and &£6.49 for eight compared with Mach 3’s &£4.99 for four and &£8.99 for eight.

An Asda spokesman says: “Most shaving systems restrict the use of blades to their own handles, so if customers don’t want to spend &£5 on a new handle they can’t try the new blades.”

He adds: “The launch of an affordable triple blade is certainly an interesting development which we are proud of.”

No one was available for comment at Gillette.

Asda is well known for discounting premium products and challenging what it considers unfair pricing.

The supermarket has been selling grey market goods, such as Levi’s and Nike products.

Asda has also launched cut-price campaigns on medicines, electrical goods, perfume, computers and books.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here