Brothers try to eke out a niche in the crowded razor market

A pair of entrepreneurial brothers took on behemoth competition in the razor market in this case study. They chose a two-pronged marketing attack for their razors with shaving cream in the handle. Starting with a relatively low-cost targeted public relations campaign, they soon gained national attention in O, the Oprah Magazine, and on "Live with Regis and Kelly." A companion blog post offers insights from other small-business owners who have had similar experiences.

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New York Times (tiered subscription model), The ·

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