Gillette has launched a marketing campaign touting the fact that its blades can last up to five weeks -- the first time the company has told consumers how long a razor blade should last. That's a calculated gamble, analysts say: Keeping customers in the dark meant they were likely to buy more blades, but enlightening them makes Gillette's products seem like a better value. "They benefited from a culture where we were pretty quick to dispose blades, now they're saying we don't have to," says Michael Roberto. "My gut says these folks know what they're doing."
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