Genbot’s Weblog

Did I scoop someone for this artifact?
January 22, 2008, 6:44 pm
Filed under: 2008

So sorry. But there are indeed many other things one can discuss about the gendered implications of…the razor, the shaver, whatever we call it.

Yes, a veritable history in the social constructivist perspective here: Ellen van Oost. (2004). Materialized Gender: How Shavers Configure the Users’ Femininity and Masculinity, pp. 193-208 in How Users Matter: The Co-Construction of Users and Technology, edited by Nelly Oudshoorn and Trevor Pinch. MIT Press.

2001. Gillette unveils Venus razor for women

BOSTON (AP) — After four years and $300 million in development, Gillette Co. unveiled its Gillette for Women Venus shaving system, a 50-patent razor intended to revolutionize shaving and revitalize the company.

Gillette is banking on Venus, unveiled Thursday at New York’s Guggenheim Museum, to help it grab a larger share of the 400 million women worldwide who wet shave. About half currently use Gillette products, but only a quarter of the total use products designed for women, the company said.

In designing the Venus, Gillette researchers did everything from filming women shaving to observe which blade shapes work best to conducting extensive interviews with women shavers.


The ad above tells us what we all need to know about the product and how it inspires Goddess-like behavior on a skimpy stool.


The male counter to Gillette’s Venus is the Mach 3. Vroom vroom! Check out their website, below. Heavy on the tech specification, above, but also, one still needs the Goddess to market the M3 in India:


Other resources below, needs to be updated

The Gillette Company

Venus Razor

Mach 3 Razor

Gillette to Unveil Women’s Version Of Mach 3 Razor. Mark Maremont. Wall Street Journal (Eastern Edition). New York, N.Y.:Dec 2, 1999. p. B, 14:6.The billion dollar blade. James Surowiecki. Management Today London:Aug 1998. p. 32-36.

Latest offerings captivate consumers, prompt growth in shave category
Molly Prior. Drug Store News New York:Mar 1, 2004. Vol. 26, Iss. 3, p. 37-38.

The war of the razor blades. Brand Strategy London:Nov 2003. p. P.9.

Gillette, Schick Battle, Blades Drawn. Charles Forelle. Wall Street Journal (Eastern Edition). New York, N.Y.:Nov 12, 2003. p. B.4A.

Bic and Gillette spearhead raft of launches in ladies’ sector. Marketing Week London:Jan 8, 2004. p. P.6.

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