How Gillette Used Gender to Make Face Shaving Needlessly Worse for Men

A lesson in how marketing uses culture to corporate advantage

Let’s start by setting the right benchmark for a perfect facial shave. The undeniably smoothest, cleanest, and best facial shaves I have ever received came from a cheery Tamil man inside a dusty, un-airconditioned shed, amidst the honking, screeching, and clattering noisescape that is any Indian intercity highway before it reaches the rural areas.

As lor…