Thread: How did it happen !!

I remember when the DE was king. I also remember when Wilkinson came out with the first stainless DE blades. They advertised you could get at least 10 shaves from them and most got more like 20. Those DE blades were heavier and precision made. Once they went to coated blades the blades were basically garbage. Once the coatings wore the blades were just pitched. Cartridges were advertised as the modern way with the big money and heavy advertising by Gillette and to a lesser extent Schiek. People lined up to buy the modern and latest way to shave specially the younger folks and it's history from there.

I think the shave industry should be studied as an example of how you can take an inferior object and through advertising convince consumers to switch and keep them hooked forever.