Gillette is facing a new threat from one of its oldest rivals

pulse

May 24, 2017 5:27 PM

Schick is making a play at recapturing lost market share by making razors that fit on Gillette heads.

Schick is making a play at recovering lost market share.

In the words of Donald Trump, paraphrasing his father: "When you're on top, you've got a lot of people gunning for you."

Razor giant Gillette, fresh off of new initiatives launched to fend off startup competitors like Harry's and Dollar Shave Club, is now facing increasing competition from one of its oldest adversaries.

Schick, a brand of razors manufactured by Edgewell Personal Care, is now sticking it to the market leader where it hurts.

One of Gillette's biggest advantages is its ecosystem. The brand figures that since you've already purchased the handle and other accessories, you may as well keep purchasing the refill blades that fit it.

Schick knows that, so it's created a new line of razor refills, called the Hydro Connect, that fit Gillette's Fusion or Mach 3 razors but cost less than Gillette's refills.

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