Men’s scruff is killing the razor industry. Specifically, Gillette is taking a huge hit because the current trend is thick, full beards. The average number of times a man shaves per week has fallen from 3.7 times to 3.2 times. Guys are opting to skip the razor and rock the scruff, especially during busy work weeks.
Additionally, more companies are getting liberal in terms of the definition of “well-groomed.” While you used to have to be clean shaven every day for work, it’s now acceptable for guys to come in rocking some scruff or a beard, as long as its not patchy or out of control.
Blade annual sales have already fallen by 5 percent in 2018 alone, which could mean that, if the trend continues, that number could quickly increase. Of course, it’s not going to spell the end of the shaving industry as we know it, but its definitely going to hurt parent company Procter and Gamble’s sales. They will have to make up their lost razor blade sales in another department.
When they say looks can kill, we didn’t know it meant that staying in the latest trends could actually kill a company’s profits.
