10.02.03
Energizer Holdings' Schick Wilson Sword division sued Gillette in the U.S. District Court in Hartford yesterday, saying that the Boston-based company's famous "Best a Man Can Get" slogan amounts to false advertising.
Schick, Milford, CT, which for years lagged behind Gillette in both razor technology and sales, introduced a four-bladed men's razor dubbed Quattro last month and said it offers a closer shave than Gillette's top-end Mach3 Turbo razor.
Thus, the " Best a Man Can Get," as well as several other slogans or statements, are false and violate both federal law and a Connecticut statute. Schick also says in the suit that Gillette advertising asserting that its new Sensor3 disposable is the best disposable razor are also false. Schick claims that title for its Xtreme3 disposable.
In August, Gillette sued Energizer Holdings Inc. for patent infringement, saying Quattro runs afoul of a patent on the positioning of razor blades that Gillette was awarded in 2001. Gillette outsells Schick by about five to one and has long held a technology edge. But Schick has launched two premium-priced razors this year, Quattro and the women's Intuition, in a bid to pinch share from Gillette.
Schick, Milford, CT, which for years lagged behind Gillette in both razor technology and sales, introduced a four-bladed men's razor dubbed Quattro last month and said it offers a closer shave than Gillette's top-end Mach3 Turbo razor.
Thus, the " Best a Man Can Get," as well as several other slogans or statements, are false and violate both federal law and a Connecticut statute. Schick also says in the suit that Gillette advertising asserting that its new Sensor3 disposable is the best disposable razor are also false. Schick claims that title for its Xtreme3 disposable.
In August, Gillette sued Energizer Holdings Inc. for patent infringement, saying Quattro runs afoul of a patent on the positioning of razor blades that Gillette was awarded in 2001. Gillette outsells Schick by about five to one and has long held a technology edge. But Schick has launched two premium-priced razors this year, Quattro and the women's Intuition, in a bid to pinch share from Gillette.