The Paxman-effect takes its toll on Gillette

The Paxman-effect takes its toll on Gillette

Posted By

As you’ve no doubt noticed, last Monday’s episode of Newsnight got social media platforms all a flutter, not due to its topic, but simply because Jeremy Paxman sported a beard. Since then, the press has been all over the subject, with everyone having an opinion on facial follicles, be they seen as good, bad or downright ugly.

Whatever your thoughts, it would appear the masses have spoken, as Paxman and his whisker-wearing buddies have helped cause a marked decrease in razor sales.

Proctor & Gamble, which makes the Mach-3 Gillette razor, said that sales were falling at the beginning of August. Meanwhile, Energizer, which makes Schick men’s razors, reported that its product has dropped 10 per cent in the past year.

While I’m sure there are several contributing factors to the loss of interest in razors – personally I find £22.99 for eight blades extortionate – Eurominotor puts the blame on hipsters for creating “the vogue for stubble” and a “growing acceptance of the unshaven look in the workplace.”

Adding further insult to injury, Bloomberg Businessweek has reported that not only are consumers not buying expensive razors,  those who do still wish to showcase a baby-face are opting for cheaper labels, like Dollar Shave Club and Manpacks. Things are indeed getting a little hairy where razor sales are concerned!

Though I wouldn’t class any of them as ‘hipsters’ per se, as I look around the faces of the men of Peppermint Soda, I feel that Euromonitor may have a point. Of the eight men I see, only three are clean shaven, one sports a full beard and the rest (myself included) have varying lengths of stubble.

So, what does the future hold for the men’s shaving industry? There’s already been an increase in the number of beard trimmers and other man-scaping devices on the market. However, as with all trends, I’m sure a clean-shaven look will reappear sooner or later.

My advice to P&G and Energizer? Give us a call, we’ve got plenty of ideas!