First it was the blades for big men, those of the shave in a hurry. Then the razors aimed at the female sector entered the market. In pink, of course. Since June 2019, there is a new reef: those of gender neutral. “They are neither for men nor for women, but for all anatomies: be as you are and you shave what you want to shave,” explains Pedro Domingos, general director of Bic Iberia, one of the brands that markets them. The question is: why have they taken so long to appear? How difficult were they to make?
Behind this release, more than technology, there is a commercial strategy: to adapt to a changing market that rejects corseting for gender reasons. “The millennials and, in particular, Generation Z, have overcome traditional stereotypes and opt for products that target them as individuals. A study from Ipsos to Bic reveals that 67% of adults between 18 and 24 years old are interested in personal care without gender “, Sundays continues. Nor do these new consumers want the manufacturer to tell them how and where they have to use each instrument. Until now, gender segregation prevailed. If you were male, your razor’s design was inspired by cars: flat, blue or black and with hard leaves, that the male’s beard is stout as oak. On the other hand, if you were a woman, as it was deduced that you were going to gently shave a princess’s armpits or delicate legs, his thing was a soft shaving device, in pastel tones and even with soap and aloe vera incorporated. A list of extras that, incidentally, make the product more expensive, giving rise to the controversial ‘pink rate’, the popular way with which reference is made that many toiletries for women are significantly more expensive (Facua denounced a few years ago, precisely, the case of the razors).
But … what if he wants to shave the intimate area? What if she shaves her face? The approach of blue for boys and pink for girls clashes with a new society that opens up to plurality, or, at least, refuses to identify, necessarily, with one of the two options. “72% of consumers between 18 and 34 years old believe that brands should lead the change when offering unisex goods,” says the director of Bic Iberia. Further, that these dispatch by Amazon – without rejecting the drugstore of a lifetime – is not accidental. “Assumes a line of marketing implicit Nothing despicable. First, because Amazon reaches millions of potential buyers worldwide. The profile allows to know the opinions of others, the characteristics of the product and even access a system of periodic acquisition that facilitates the user to disregard the purchase, something that, in practice, means leaving other competitors out of the spectrum, “Susana analyzes Garcia, digital content expert and teacher in EAE Business School.
Although, for doctors, it may be justified …
When asked if the razors have a gender from a medical point of view, the dermatologist Elia Roó answer back: “Although there are also women with beards, the man’s facial hair is usually harder than the female. I guess that’s why there are some: the women’s, for example, are conceived more gently, to shave areas with many curves, such as a knee, and avoid accidental cuts. But also, no doubt, there are marketing: to create items aesthetically associated with a consumer accustomed to more delicate lines or a man who feels safe with items in dark tones. If you look, almost all men’s cosmetics usually have blue, gray or black containers. “
From the department of marketing from Wilkinson, One of Bic’s competitors, they recognize that they are assessing the development of unisex shavers for the future. And they argue that their strategy until now was not a sexist act, but a commercial offer that contemplates differentiation for reasons of use. “The man focuses on the face while the woman does it in the area of the bikini, legs and armpits. We talk about areas with completely different hair thickness and skin sensitivity. Therefore, those intended for consumers are designed with tilting and curvilinear heads, as well as ergonomic handles to make turns and reach the hair of all areas with ease. Attention is also paid to the hydration of that skin, with gel bands that facilitate shaving without damaging the epidermis. “Thus, there will be those who wonder: what if it were more effective to label the razors according to the part of the body whose hair is intended to be removed? Stay tuned for your supermarkets.