Gillette's On-Demand Razor Service Heads North

Procter & Gamble has introduced its Gillette On Demand subscription razor service to the Canadian market.

The Gillette On Demand service offers flexible purchasing options, allowing subscribers to choose the quantity and frequency of each delivery. They can also buy razors as needed or create customized delivery schedules. Orders and re-orders can be placed on demand via the website, and non-subscribers can try the service through a one-time ordering option.

“Gillette On Demand’s as-needed ordering capabilities and convenient subscription options give guys smart choices, not trade-offs,” said Jennifer Seiler, Gillette Canada brand director. “This new service puts them in control without having to choose between convenience and flexibility, or between great quality and value.”

Gillette’s research on both its consumers and males in general revealed a need for a more flexible subscription service: 41% of men who left traditional shave clubs said they were receiving more blades than needed, according to a 2015 Nielsen Homescan study. Gillette On Demand launched in the U.S. in May 2017.

On Demand features a variety of razors at different prices, all of which all include free shipping. For subscribers, the fourth order is free. Blades are shipped to the buyer's home in two to seven business days.

Gillette’s foray into the subscription business stems from lost market share and the stiff competition it is experiencing from Unilever’s Dollar Shave Club and other direct-to-consumer brands.

In what CNN Money labeled a “very different approach for the brand,” Gillette tried fighting back by introducing lower cost razors in early 2018 and beefing up disposable offerings. Across most product categories, parent company P&G specializes in high-quality, higher-priced brands.

Introduced in January, the cheaper three- and five-blade razors cost less than $10. They also marked the brand’s first new products in 12 years. During that time, innovation centered largely on upgrading Gillette’s Fusion series and tapping its strong its brand awareness.

P&G acquired Gillette in 2005 for $57 billion.