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Gillette Launches Digital And Social Media Campaign Aimed At Harry's Razor

December 15, 2016: 12:00 AM EST
Procter & Gamble Co.'s Gillette shaving razor brand launched “Welcome Back,” a digital and social media marketing campaign aimed directly at online rival Harry's Razor Co. According to Gillette, most men who tried Harry's come back to using Gillette razors; however, Harry's claimed its own data show 81 percent of the 375,000 customers who subscribed to the company have bought more products. After Harry's and Dollar Shave Club launched their razor businesses, Gillette’s share of the U.S. Market dropped more than 10 percentage points, according to Euromonitor.
Sharon Terlep, "P&G’s Gillette Swipes at Harry’s in New Ad Campaign", Wall Street Journal, December 15, 2016, © Dow Jones & Company, Inc.
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