Gillette spent US$232,000,000 on marketing in the USA on Fusion in 2008. Ever wonder why...?

This huge sum, the GDP of some developing nations, was spent by Gillette on Fusion in the recession ravaged USA alone, convincing customers that Fusion's 5 blades costing £2.50 are better than Mach3's three.  Despite the fact that Fusion blades cost up to twice as much as their Mach3 replacement, yet lasted about as long (and this about half as long as our Azor Endurium blades).

As we approach the anniversary of the King of Shaves Azor launch, we're making serious inroads into the UK shaving market, with not only a fraction of this spend, but with a product that (independent, unbiased) Which? magazine not only rates a 'best buy' but 'exceptional value' too.

Indeed, they even run a brief article comparing our Azor Endurium cartridges (at £1.25 or less) with Fusion Power cartridges (at £2.50) asking "are razor blades a rip-off?'

This is market disrupting stuff.  With over 15,000 new Azor converts joining us in enjoying the 'King of Shaves, without Gillette's ransom' each and every week, I can see why they need to spend so much money - in the UK, we estimate their market spend to be around £30,000,000 - Thirty Million Pounds.

Funny, that like Apple's iPod, people are switching to our King of Shaves Azor as an embodiment of stylish, product performance, which pushes shaving simplicity first, and marketing nonsense second.  Plus, with our 'Technology of Bendology', we know Batteries and Extra (over-priced) blades simply aren't cutting it anymore.

Would we spend over £150m on marketing the Azor.  Seriously doubt it - I'd plough it back in to making King of Shaves more and more the 'Future of Shaving', and invest in you, the customer, rather than trying to buy loyalty through marketing.  Will King of Shaves be the 'new best a man can buy'.

Absolutely.