Gillette’s sales clipped by furry fashion

Boston Red Sox left fielder Jonny Gomes' remarks this week that his straggly beard will be gone before the start of spring training likely was welcome news across town at Gillette's World Shaving Headquarters.

The beard fashion trend — championed by the Red Sox on the road to their World Series win, the "Duck Dynasty" crew, and hipsters, among others — has clipped Gillette's razor sales, parent company Procter & Gamble said yesterday.

While its global grooming sales increased 3 percent in the quarter that ended Dec. 31, razor sales fell in the United States.

"Trends come and go, and we are seeing a slight decline in wet shaving incidence in the U.S. right now driven by fashion," P&G spokesman Bryan McCleary said.

Chief financial officer Jon Moeller also placed blame on Movember, the annual event in which men are encouraged to grow moustaches during November to raise awareness of men's health issues, including prostate and testicular cancer.

Gillette's sales of non-disposable razors and blades declined 7.8 percent in the 12 weeks through Dec. 21, according to a recent report by JPMorgan & Chase analyst John Faucher, who attributed the drop to an "increased interest in facial hair."

But Gillette is turning to another trend to buoy razor sales.

"We are also seeing increased shaving below the neck, particularly among younger men 18-24, and have brought new innovation to the market to meet guys' holistic shaving needs," McCleary said.

A new Gillette Body razor will be released next month to cater to the "manscaping" needs of men who shave body areas including their groin, stomach, back, chest and underarms.

Herald wire services contributed to this report.

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