Friday, April 15, 2005

M3Power still in court

We've read before about Gillette being taken to court by Schick over it's claims that the M3Power razor's vibration feature causes hairs to stand up (1, 2). Schick won an injunction in Germany that prevented Gillette from advertising those claims. Now the two shaving giants are in court in the US, and the Connecticut Post Online has an article about the on-going trial.
Schick called several witnesses to the stand Tuesday, including its own director of marketing, Adel Mekhail, who, under cross examination, revealed that Schick was going to claim that its own vibrating razor raised hairs "before we found out it doesn't." Dr. David Leffell, a professor of dermatology and clinical surgery at Yale University School of Medicine, testified that he witnessed two tests in 2004 that indicated that vibrations from Gillette's M3P wouldn't cause hairs to be raised up.
Gillette, of course, denies Schick's claims.
Clay denied that his company made any false claims about its product and said that Gillette tests showed that hairs are elongated by 35 to 40 microns when the M3P is in use. One micron equals approximately 0.00004 inch.
I've always considered the claim that the M3Power causes the hair to stand up to be dubious at best. While I like Gillette's Mach 3 razor, I'm skeptical about their advertising claims, and disappointed in their marketing tactics in general.

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