A Shaving Groom Boom for Men

Thursday, August 5, 2004
Groom Boom
Sophisticated shavers have outgrown any use for can of Foamy and Dad’s trusty safety razor
By Sonya Sutton

When you think about it, shaving is a strange ritual. Men and women scrape a blade across their skin to remove hair that nature seems to want on their bodies. Women have long been willing to invest in products that promise to make getting rid of unwanted hair a little easier. For men, on the other hand, an investment in shaving was shelling out a few bucks for a disposable razor and a bar of soap to avoid the Grizzly Adams look.

Well, times are changing.

To ease those problems, Gillette recently introduced the M3Power razor, a battery-operated plastic razor that vibrates along the face. Gillette says that the vibration delivers “micro-pulses” that stimulate hair away from the skin, making hair easier to shave.

Gillette is relying on star power to sell the razor. Sean “P. Diddy” Combs and British soccer star David Beckham are spokesmen for M3Power. The razor sells for about $15, and refills cost about $10 for four cartridges.

For men wanting more than just the latest razor, a number of skin-sensitive shaving products are available.

The Art of Shaving, a skin care and grooming line sold at Norman Stockton, is one of he latest to hit the area.

The Art of Shaving Blue Box gift set, a starter kit for the company’s products, retails for about $100. In addition to shaving cream and a brush, the gift set also includes pre-shave oil, after-shave balm and a book, Bringing Art and Passion to a Daily Routine, which gives advice on how to select products and get the best shave.

The company also sells razors and razor stands, starting at $175 and going up to $850 for a stand made of sterling silver.

That may seem a little pricey, but JoAnne Shorisho, a shaving expert for the company, said she has had customers buy $500 worth of products without trying them.