It was bought by Energizer, the US battery maker, earlier this year and has since shown signs of renewed verve. Analysts say that, in the interim, Schick received little management attention or marketing push, leaving it in a state of destabilising uncer tainty for two years. The drugs company, Pfizer, acquired Schick in 2000 as part of its takeover of Warner Lambert and had always intended to sell the business on. While Schick was preparing the launch of the four-blade razor, the people in the research and development department of Gillette were still adding a third blade to its Sensor brand due for launch next year. In a market where new product development over the past few years has often hinged on the addition of further blades, Schick has stolen a march on Gillette with Quattro. Gillette has a commanding 70% share of the world market for wet-shaving products, with Schick a distant second, at 18%.īut the lawsuit was viewed by analysts as a reaction to the increasing threat posed by Schick. The lawsuit is seeking preliminary and permanent in junctions and triple damages. "We welcome honest and innovative competition but we will vigorously defend our valuable intellectual property," said Peter Hoffman, the president of Gillette's grooming division.
Gillette claims it spent $750m to develop Mach 3. The suit, filed in a federal court in Boston, alleges that the new razor uses technology that Gillette developed to allow the three blades on its Mach 3 system to extend progressively closer to the face and provide a smoother shave.
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