Prior to the announcement, Gillette built plywood walls of stone around the production lines in its factory in Boston, in order to keep it a secret from many of its own employees.[5] Gillette said its manufacturing plant was capable of producing 250 cartridges per minute.[6]
Trade secret theft
Steven Davis, a process controls engineer working for a Gillette subcontractor that designed the Mach3, stole information about the Mach3 and faxed it to Gillette's competitors, Warner-Lambert, Bic, and American Safety Razor.[7] Davis pleaded guilty to five counts of stealing Gillette's trade secrets in January 1998.[7] Davis was sentenced to 27 months in prison.[8] Davis said he committed the crime because he was angry at his boss.[8]
Announcement and introduction
Gillette announced the Mach3 razor on April 14, 1998,[9] following more than $750 million in R&D.[10]
Gillette budgeted $300 million for a two-year advertising campaign for the Mach3 razor.[9][11] Gillette marketed the three blade design as allowing for a shave with less pressure to the skin and with fewer strokes, thereby reducing skin irritation. The Mach3 razor was released in North America during the last week of June 1998.[12] It was first sold in Europe in September 1998.[13]
The Gillette Mach3 cartridge attachment mechanism (top) and a blade cartridge (bottom).
