For years, innovation in men’s razors seemed to center on adding more blades. More recently, with the advent of upstarts like Dollar Shave Club as well as Harry’s, the focus has shifted to affordability. Gillette’s latest product rejects both of these trends. The Heated Razor adds not a blade, although a “warming bar” in which keeps its cartridge toasty throughout your shave. as well as at $150, the idea’s unabashedly priced for a premium crowd.
“inside end, the search for warmth, the heat, has always been a constant,” says Donato Diez Guerrero, global brand manager for Gillette. “What we’re trying to do with the Heated Razor is actually providing them in which consistent, sustained warmth in which gets distributed over the face in an even way.”
the idea achieves in which through some clever—as well as yes, safe—engineering. In fact, the most surprising thing about the Heated Razor may be how closely the idea resembles a more traditional design. At a glance, the cartridge looks quite a bit like some other top-end Gillette options, as well as while the handle appears to add a little bit of bulk to accommodate the heating element, the idea’s still in line with what you’re used to.
The difference-maker is actually a heating element near the top of the handle, where the idea connects with the cartridge. Once you activate in which, with the push of a button, the idea takes less than a second to heat the warming bar to either 113 or 122 degrees Fahrenheit, temperatures in which Gillette senior engineer Stephanie Niezgoda Moss says will hold the broadest appeal globally, depending on just how hot some like the idea.
“As far as keeping in which consistent temperature, we have four sensors in which are inside warming bar in which are constantly monitoring the temperature, so as heat is actually transferred to the skin, the handle’s continuing to replenish in which heat to the warming bar,” says Moss. “the idea’s in a constant feedback loop to make sure the idea’s staying just hot enough, although not too hot.”
‘We want to take [shaving] coming from an everyday activity to something in which you can actually look forward to.’
Stephanie Niezgoda Moss, Gillette senior engineer
If the idea sounds simple, the idea’s not. A patent filed by Gillette in March 2017 details previous ill-fated attempts others have made to bring heat to the home shaving experience: warming shaving creams, air-heated blades, even individual blades within a cartridge. All of these fall short. “The drawback with heated blades is actually they have minimal surface area in contact with the user’s skin,” the patent reads. “This specific minimal skin contact area provides a relatively inefficient mechanism for heating the user’s skin during shaving.”
By focusing instead on a warming bar with constantly maintained heat, the Heated Razor aims to give off a consistent warmth.
the idea will do so for a steeper cost than you’re used to in a razor with disposable blades. While the cartridges themselves will be comparably priced to Gillette’s existing high-end lines, the initial cost of the system is actually $150, which gets you both the Heated Razor as well as a wireless magnetic charging dock to stash the idea in. When you’re on the road, the lithium-ion battery battery inside should last for six shaves without a recharge.
The Heated Razor will also initially be available in limited quantities, as well as as an Indiegogo campaign in which launches Tuesday as well as will run for 45 days. The razors have an expected delivery of February 2019. Crowdfunded products don’t hold the best reputation—although This specific isn’t some concept or prototype. Gillette knows the Heated Razor works; the idea wants to to use Indiegogo to figure out who actually wants one, as well as how to fine-tune the idea coming from there. (the idea’s currently offering the idea at a discount; you can get one for $109, plus $20 for a pack of replacement cartridges.)
“You hold the consumer side, which is actually, we want to learn deeper about the insights, as well as make sure in which This specific product is actually even better for them,” says Diez Guerrero. “as well as then there’s the second side, where we see whether there is actually a market because of This specific.”
in which extends beyond just the Heated Razor. the idea’s the idea of premium razors generally, which Gillette is actually investing in through its brand-new, high end-focused GilletteLabs division. Assuming the Heated Razor finds an audience, expect more premium products close behind.
A lot may be riding on the idea, especially in a world in which companies like Harry’s have steadily chipped away at Gillette’s market dominance. “Online retailers as well as subscription services are definitely causing disruption,” says Olivia Guinaugh, an analyst at Mintel who focuses on home as well as personal care. “Overall the market is actually very cost as well as value driven.”
Men’s shaving is actually a $2.8 billion business inside US alone, according to Euromonitor International. Gillette parent company Procter & Gamble owns just over 47 percent of in which market. While still overwhelming, in which number has ticked slightly down in recent years. Gillette includes a subscription plan of its own right now, although the Heated Razor as well as GilletteLabs let the idea compete not just on the low end, although also establish a premium tier all its own.
“What we’re trying to do here is actually genuinely elevate the experience of shaving,” says Moss. “We want to take the idea coming from an everyday activity to something in which you can actually look forward to.”
No matter what the bells as well as whistles—or temperatures—a $150 razor might wind up being a hard sell. although the Heated Razor at least gives the shaving industry something the idea hasn’t seen in a while: A push not just for lower cost points, although for innovation.