The only one in the world. Special Japanese razor market ~ “History of Japan’s wet shaving market” Episode 1

The only one in the world. Special Japanese razor market

The T-shaped safety razor used by many wet shavers was invented in 1904 at the beginning of the 20th century. The inventor is King C. Gillette. Gillette's safety razors rapidly became popular after World War I, and eventually Gillette became the razor manufacturer with the largest market share in the world with its overwhelming capital and technological strength.

Among the major countries in the world, there is one country in which Gillette is still unable to command the No. 1 domestic market share. That is Japan.

Even in Japan, the spread of T-shaped safety razors began during World War I. After the end of the war, Nippon Safety Razor Industry was established, taking over the business from German prisoners of war. This is the current "Feather (Anzen Razor Co., Ltd. *hereinafter omitted)". "Feather", which gained popularity in the early Showa period, accounted for 80% of the domestic market in the 1950s, due in part to import restrictions during and after World War II.

With the liberalization of imports in 1960, the market first opened up for holders and then for spare blades, and imports from overseas began to enter Japan. In the ensuing competition, it was ``Chic'' that dominated the Japanese market, surpassing ``Gillette'' and ``Feather.'' ``Having a market share of about 70% at peak times and maintaining the No. 1 position for 30 years is an unprecedented feat in the Guinness World Records. In 1985, we were featured in the Washington Post as ``the driving force behind chic in the Japanese market, surpassing the Gillettes of the world.'' (Talk by Yasushi Takeuchi *The following is omitted)

In 1921, Jacob Schick, the founder of Schick, devised the "Injector" system, which had a single edge and could be replaced without touching the blade. Kinzo Takeuchi, the predecessor of Sanpo Shoji (predecessor of Razor Club), had long believed that a single-edged blade was suitable for the thick beards of Japanese people. With this "injector," he was able to break into the Japanese razor market, which had been dominated by feathers. We decided to take on the challenge and will vigorously expand our sales network.

From the 1960s to the 1980s, major changes occurred in Japan's consumption trends. Hegemony shifted from department stores to major mass retailers, and in 1972, Osaka's Daiei surpassed Tokyo's Mitsukoshi in sales, which was considered a symbolic event. Under such circumstances, it was not only "Chic" and "Gillette" that were targeting the Japanese market. The British company Wilkinson Sword, which is strong in the European market, has a long history in the United States with Lion, and ASR (American Safety Razor), a subsidiary of Philip Morris, has teamed up with Kao to create the Kao Persona. ” and plans to expand into Japan. The entry of companies with strong sales channels for household goods, such as toothpaste and soap, was a major threat to the companies at the time.

However, in the 1970s, with the decline of the double-edged razor market, Feather and Wilkinson brands lost market share, and Kao Persona withdrew. Finally, ``Chic'' achieved the number one share in the Japanese market, and has continued to maintain this position ever since. Even now, along with new products equipped with the latest technology, replacement blades for classic classics such as the ``Injector,'' which has been on the market for over 50 years, and the ``SUPER II,'' continue to be lined up at drugstores and other stores. Masu. This is proof that "Chic" products have continued to be loved in Japan for a long time.

So, why has "Chic" become such a beloved brand in Japan, beating out the world's "Gillette" and Japan's largest brand "Feather"?