Bevel Escapes With Few Nicks From Ad Scrape With Gillette
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Any doubts that multi-blade behemoth Gillette has noticed the competition from tiny Bevel single-blade safety razors has now been put to rest. So has most of the Procter & Gamble Co. brand’s challenge to Bevel’s ad claims before the National Advertising Division (NAD) of the Council of Better Business Bureaus.
The NAD today issued a finding that Bevel can support certain modified claims for its single-blade razors, though it did recommend the brand discontinue claims its razor system is “clinically proven” or “dermatologist recommended.”
It found Bevel — developed by Walker & Co. for people of color with coarse, curly hair — could support the claim that regular use of its single-blade razors could help improve pseudofolliculitis barbae (PFB), or the uncomfortable bumps, ingrown hairs and skin irritation that can be a side effect of shaving. PFB can lead to hyperpigmentation and scarring. It affects up to 20% of Caucasian men and a far larger proportion of African American men and other people of color, the NAD noted.
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