Razor industry feeling deep cuts as more men grow beards

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Gillette faces backlash after new ad challenges ‘toxic masculinity’

“Bulls & Bears” panel discusses how Gillette is facing backlash over its new advertisement, which challenges “toxic masculinity.”

Gone are the days of a five-o’clock shadow.

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Instead – the full beard is back, and that’s what has razor companies on edge.

Proctor & Gamble, which owns Gillette, took a writedown of the brand to the tune of $8 billion.

As growing a full-blown beard has become more popular, there’s less of a demand for blades to take it all off.

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Beard styles range in size and length (Credit: iStock)

Chief Financial Officer Jon Moeller on a call with analysts Tuesday noted the trend, admitting “lower shaving-frequency has reduced the size of the developed blades and razors market.”

Data backs him up.

According to Euromonitor, the U.S. market for men’s shaving has dipped over 11% in the last five years.

Bearded men speaking to The New York Post back up their choice, explaining, “Beards are very trendy right now. I love that it saves me time and hassle in the mornings. Disposable razors are expensive.”

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Factor in Dollar Shave Club, and it’s not hard to see why some men are over the extra expense.

A pack of Gillette Fusion Razor cartridges run about $12 at retailers. Compare that to a $7 fee for similar razors - sent to your doorstep - it's not much of a stretch to imagine the cost benefits.

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