How Gillette Made Billions Selling the Same Product Again

Gillette spent more than a century improving the razor blade. So why did one of the world's most recognizable shaving brands cut prices when new competitors entered the market? The history of Gillette begins with King C. Gillette's vision of a replaceable steel blade and the manufacturing breakthroughs that made it possible. What followed was a business built on a simple idea: customers could keep the razor handle and return for new blades. From the original safety razor and the $1 Brownie to Trac II, Sensor, Mach3, and Fusion, Gillette transformed shaving through engineering, advertising, and increasingly sophisticated replacement cartridges. But that same business model created an unexpected vulnerability. In 2012, Dollar Shave Club challenged the traditional razor market with affordable blades delivered directly to customers. Harry's followed, giving shoppers new alternatives to expensive refill cartridges. By 2017, Gillette was cutting prices and adapting to a different kind of competition. This documentary explores how Gillette built its replacement-blade business, became part of Procter & Gamble, and confronted the changing economics of an everyday habit. The central question remains surprisingly simple: how much are customers willing to pay for a better shave? What matters most when you buy razor blades: comfort, price, or convenience? Share your experience in the comments, and subscribe to Everyday Empires for more company history documentaries. #Gillette #GilletteHistory #BusinessHistory #RazorHistory #CompanyHistory