Does anyone (blokes anyway) require a close wet shave these days? Seemingly they do as the global market is estimated at $80bn and growing although it\u2019s undoubtedly a trickier market these days. Unilever gave up the ghost with Dollar Shave Club, selling it to private equity and rival DTC brand Harry\u2019s is now owned by Gillette rival Wilkinson Sword. P&G\u2019s Gillette, of course, is still telling us \u201cit\u2019s the best a man can get,\u201d forcing the many sports stars and presenters on its books to keep wet-shaving away even though in real life they probably wouldn\u2019t (or don\u2019t.)<\/p>\n
Harrys has changed tack from its value proposition with a global campaign from Zulu Alpha Kilo advising us that being a \u201crugged man of mystery\u201d takes more than a shave. <\/p>\n