UAE razor market worth $12 million
Billion dollar US razor company Schick-Wilkinson-Sword is hoping to gain as much as 20 per cent of the Middle East’s lucrative razor market, valued at US$12 million in the UAE alone, following the launch of the world’s first four-blade razor, Quattro.
The product of a US$100 million research and development investment over five years, the Quattro razor is now on sale in the GCC, Levant and Egypt. It is priced at Dh21 in the UAE.
“Schick’s performance in the Middle East over the last few years has been fairly level, but now the focus is on becoming a strong number two player. The launch of Quattro will play a big part in reaching that goal,” said Rupert Booysen, Marketing Manager, Schick, Middle East and Africa. “Energizer is already a strong player in the market, and the recent acquisition of Schick by Energizer will help the brand consolidate its marketing efforts in the region more effectively.”
Quattro’s four-blade razor technology was pioneered in Germany to cut more stubble per stroke than any other razor product, using Quattro patented alpha diamond blade technology for unbeatable, lasting sharpness.
“Quattro has had a great response in other parts of the world, so we’re confident it will take off here in the Middle East. Quattro is an attractive alternative to other razors. It offers wet shavers more excitement to their shaving experience than ever before as well as a much closer shave,” Booysen continued.
A survey in Germany by market research consultants Independent Institute Nielson found that 79 per cent of men who used Quattro for the first time would switch to it immediately.
Quattro won the German Red Design Innovation Award for 2004 and was named the second most successful product in 2003 in the US by leading marketing industry magazine Advertising Age.