Razor Marketers Are Facing the Hair-Raising Truth Behind Beards
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Procter & Gamble is encountering some problems at its Gillette subsidiary because so many men are letting their whiskers blossom into beards.
P&G reported in the last quarter that its male grooming business was the only division to post lower organic sales. Part of the problem was the inroads made by Dollar Shave Club-type rivals, but at least in that arena, men are still shaving, although paying a lot less for their razors.
The way I see it, P&G can take action against the non-shaving trend on one of two fronts. Either Gillette can embrace the enemy of its razor blades and lean into the trend with beard-soothing products of its own, or it can draw a line in the metaphorical sand and ban beards in ads for all its products. (A third, less appetizing, alternative would be to mock beards by showing men picking cooties and other distractions like bird nests out of their hairy growth.)
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