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“F--k Everything, We're Doing Five Blades”

Decoder Ring

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Razors Aren't Just for Body and Facial Hair

Gilette has held the line at five blades, even as some other brands have moved on to six and seven. They're still chasing closeness, though now with heated and vibrating handles,. lubrication strips and razors with names like the fusion progide flex ball. Young people have different attitudes about body and facial hair, and they shave less. So maybe it's no wonder that golette, which is now owned by proctor and gamble, has seen its market shair fall to 50%.

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