Wilkinson Sword readies M3 Power rival

Thomas, Daniel
December 2004
Marketing Week;12/16/2004, Vol. 27 Issue 51, p5
Trade Publication
This article reports that Wilkinson Sword Inc. is test marketing a battery-powered razor ahead of a global launch in 2005. The product will rival Gillette's vibrating razor, M3 Power. The brand has been codenamed "Quiver" in Europe, although Wilkinson Sword is not thought to have decided on a final launch name for the UK. A source close to Wilkinson Sword says the company has delayed the launch of the razor until next year in order to prove conclusively that it provides a better shave than existing competitors.


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