Gillette Razor Turns 100
The Gillette Company Celebrates Its Centennial in 2001
Photos below: King C. Gillette, founder of the Gillette Company; An early Gillette razor and blade.
Photos courtesy of Gillette
Sept 1, 2001/FW -- The Gillette Company, one of world's premier consumer products companies,
celebrates its 100th anniversary in 2001.
With global brands like Mach3, Venus, Duracell, Oral-B and Braun, Gillette is the world leader in eight
product categories, including blades and razors for men and women, manual and power toothbrushes, and
alkaline batteries.
Gillette's manufacturing operations are conducted at facilities around the world, and its products are
distributed through wholesalers, retailers and agents in over 200 countries and territories.
"As we enter our second century, Gillette is proud of the broad range of superior products that we offer
consumers. Each product defines excellence and value in its category," said Gillette Chairman and CEO James
M. Kilts.
The story of today's $9.2 billion global business began on September 28, 1901, when King C. Gillette founded
the company that would manufacture his revolutionary shaving invention -- the safety razor with disposable blades.
The new company's first home was a one-room workshop over a fish market on Boston's waterfront. It had just one
employee and plenty of engineering challenges to overcome before Gillette's safety razor could be manufactured
commercially.
Two years later, the Gillette Safety Razor Company recorded its first sales -- 51 razors and 168 blades.
In 1904, sales soared to over 90,000 razors and more than 123,000 blades, as men quickly appreciated the
vast improvement in shaving performance and comfort with the Gillette Safety Razor. A year later, razor sales
tripled and blade sales were 10 times the 1904 results. The shaving revolution was on.
In 1905, Gillette opened a sales office in London and a factory in Paris, the beginnings of today's global
company. The same year, King C. Gillette's portrait debuted on razor blade packaging and quickly became the
worldwide symbol of Gillette quality.
When Gillette shaving kits were issued to all U.S. servicemen in World War I, the Company gained tens of
thousands of new lifetime customers.
Gillette has been linked with sports for more than 90 years. In 1939, it became the first sponsor of World
Series radio broadcasts. A decade later, Gillette became the exclusive sponsor of the World Series on television.
Today, Gillette is the longest-running sponsor of World Cup soccer.
Diversification began after World War II. Over the years, Gillette has added to its product lineup such
leading brands as Right Guard deodorants, Foamy shave cream, Braun electric shavers, Oral-B manual toothbrushes,
Braun Oral-B power toothbrushes and Duracell alkaline batteries.
A key driver of Gillette's success has been a steady stream of new products. Gillette launched the first
twin-blade shaving system, the Trac II, in 1971. In 1989, the Sensor shaving system debuted, with its
automatically adjusting twin blades. Three years later, Gillette revolutionized female shaving with the Sensor
for Women shaving system.
In oral care, the launch of the Braun Oral-B power toothbrush in 1991 set a new direction for this category.
With its oscillating brush head, the Braun Oral-B delivered superior cleaning and quickly became the
best-selling power toothbrush brand.
In 1998, the Company introduced the biggest shaving innovation in decades, the triple-bladed Mach3. Backed by
an unprecedented advertising campaign, the Mach3 system quickly became a worldwide success.
The same year, Oral-B launched the CrossAction toothbrush with criss-cross bristles for unsurpassed cleaning
performance. And Duracell introduced the Duracell Ultra alkaline battery, the first battery especially designed
for today's high-drain devices.
King C. Gillette's spirit of innovation lives on inside Gillette today, said Kilts. "We continue to make and
market technologically advanced products, such as our new Venus for Women shaving system and Braun Syncro
electric shaver, that deliver added value to our trade customers and consumers.
"Gillette's success through the decades is the result of dedicated efforts by Gillette employees worldwide,
and I salute all of our employees and retirees on this milestone occasion," Kilts added.
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