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Through the years, Gillette has strived to stay on the lead in wet-shaving market. For this reason, one-upmanship has become the major impact to the market. In 1998, Gillette introduced Mach3 shaving system with three thin blades design. In 2003, Schick introduced four-blade razor, Quattro. In 2005, Gillette introduced five-blade Fusion. Gillette and Schick became major competitors to each other. Although many analysts believe the meaningful product innovation has come to an end for both firms, Gillette was still challenging this thinking and tried to expand its established and dominant market share worldwide...
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