Monday, June 13, 2005

Gillette re-packaging could be costly

Further fall-out from the recent court case in which a judge ruled that Gillette's advertising for the M3Power razor was deceptive and misleading. According to the St. Louis Post-Dispatch:
Gillette Co. could spend up to $1.6 million to change 6.5 million razor packages that claim its battery-powered Mach3 razor can lift hair up and away from the skin, the Boston-based company said Thursday in court papers.
After they lost the case, Gillette updated its website and commercials so they no longer featured the visuals that the court had ruled misleading. Gillette's competitor, Schick, which had brought the case against Gillette originally, says that Gillette has to change the packaging on it's razors, too.
Gillette said it would cost about $400,000 to resticker, or cover, the back panel of 3.3 million razor packages coming off its production lines or those stored in its regional distribution centers. And it would cost another $1.2 million to resticker about 3.2 million M3 Power packages already in the hands of retailers, Gillette said in a motion asking the court to clarify its injunction.

Gillette said razor package advertising that says, "Gentle micro-pulses stimulate hair up and away from the skin," isn't covered by the ruling.
Hmmm... I just can't seem to get enough of this legal stuff, can I?

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