Why Gillette? Why?

When it comes to shaving, the most sustainable decision is probably not to shave at all.  At the other end of the sustainability spectrum is the disposable razor.  Falling between, would be using a straight razor, an electric, or a system of disposable blades with more permanent handles.

A couple of recent shopping trips have left me a bit confused by the sustainability intentions of Gillette (P&G), Target and Costco.

1.  About a month ago, I was at Target and called my wife to ask if she needed anything while I was there.  She asked me to purchase some refill cartridges for her "Venus" razors.  After being taken aback, by the cost of a refill blade.  I realized that the blades only (~$3 per cartridge) were more expensive than the disposables at $2 per razor.  After looking closely, I became convinced that the blades that are part of the $2 disposable razors are the exact same as the cartridge refills with one exception... they are not removable.  I purchased the disposables and felt conflicted.  I saved $1 per cartridge/razor, but made a conscious choice that will eventually add a relatively larger amount of material to a landfill.

2.  Yesterday, my wife returned from Costco with a 14 pack of disposable Mach3.  I am a long-time user of the Mach3 system (handles with disposable cartridges).  Just like those of Gillette's Venus line, the Mach3 cartridges come in small boxes with multiple blades.   When I asked my wife about the disposable razors (also Mach3), she said they were cheaper than the refill blades and she had a coupon from Costco...

• Cartridges - a little more than $2 per
• Disposables - $1.89
• Disposables with Costco Coupon (only good for disposables) - $1.53

I'm left wondering why manufacturers and retailers would nudge consumers towards the disposables.  Perhaps they believe their market share is at a plateau because there is a segment that only purchase disposables.  Perhaps they see it as a way to attract new consumers to the franchise.  Perhaps they have excess inventory of these disposables.  Perhaps the larger packaging is more eye catching on the shelf. 

On the other hand, the disposables have a higher per unit shipping cost and almost certainly cost more to produce.  I have to believe they produce less value per square foot of shelf space, and there is less loyalty built into a purchase.

I suppose it is possible that these firms haven't thought this through, but these are among the most savvy companies in the world.  Although I don't know why they are doing this, a recent interview with Mike Marcinkowski, senior engineer of Gillette, suggests that there may be a good business reason to not further encourage a migration away from full disposable usage towards disposable blades. 

"Probably the biggest thing is that we have to maintain the marketing goals and objectives. We have to be able to come up with solutions that still meet those requirements and needs of the consumer and also our customer. That involves finding the balance between sustainability, materials, and marketing and branding objectives."

Unfortunately, I (a consumer) now have a negative impression about all three parties.  It sends a signal that none of these firms seriously consider sustainability.  Perhaps the most damaging aspect of this pricing regime is that it can make a consumer question his or her own behavior.  Even a small price premium for the disposables would reinforce a consumer's green choice, rather than pushing them to choose the less green option. 

Comments

[Mike]

You will find it is not just Target and Costco. There is a distinct reason Gillette is doing this. Why, I have no idea. Where I live, the price difference is higher. $25 for 5 blades ($5/blade) or $6 for 3 disposable ($2/blade). So the refills are $3 more that the disposable.

These coupons that both Costco and Target have are coming from the manufacturer, not the store's marketing budget.

[True Religion Jeans]

It has been such a glorious summer with the nice weather. Made yesterday's heat and humidity even that more unbearable. I cross my fingers that we have an early autumn!!!