Gillette fucked around with men and found out.
BA: Gillette's downfall didn't happen overnight. After decades of dominating the razor market, Gillette began losing customers to cheaper alternatives while continuing to defend its premium prices. Then came a controversial advertising campaign that sparked backlash from some of its own longtime customers.
How did a brand Warren Buffett once considered almost unbeatable lose so much of its dominance?
In this business documentary, we explore Gillette's rise, its razor pricing strategy, the threat from Dollar Shave Club, and why the company waited so long to respond. We also examine the backlash against Gillette's 2019 "The Best Men Can Be" commercial, Procter & Gamble's multibillion-dollar write-downs, and the consequences of losing touch with customers.
Gillette is still profitable. But its story shows how even the most powerful brands can lose the loyalty and market dominance they once took for granted.
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