2 mins

A simple idea that’s makes Gillette $60M/yr

Referral

In the early 90's Gillette started posting free shaving kits to men to celebrate their 18th birthday.

The idea was simple — Hook men at the age they decide their shaving brand for life.

Gilette's 18th birthday shaving kits

Let's do some rough maths:

90% of men pay no attention. 10% get hooked on Gillette. And spend $40/yr on replacement blades for the next 10 years.

That's an average return of $40 (10% * $40 * 10 yrs). On a gift that costs $10 to post.

Gillette post two million a year. $80M revenue. $60M profit.

“Give 'em the razor, sell 'em the blades”. — King Camp Gillette

Gilette's free shaving kits marketing

Thanks for reading — Harry

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