ABSTRACT
The race continues in the men's wet-shaving razor market. The Gillette Company has unveiled a marketing deal with six of NASCAR's top drivers in an effort to stave off its rival Schick. Gillette is hoping to tap into the 75 million NASCAR fans with its new battery-operated M3Power razor, now the world's most expensive mass-market wet razor. At an average cost of $14.99, the battery-powered razor is Gillette's answer to Schick's Quattro, a four-bladed and much-marketed implement that has helped Schick's sales soar by 149 percent while Gillette's slipped 13 percent during the same period.
