A new high-end leader has emerged in the pool of aerosol shaving creams and gels, causing a shake-up to occur in the formerly stagnant category, and launching a battle for supermarket shelf space. To date, no brand has been knocked out of the competition. But manufacturers of the price-sensitive brands that lead the category have been offering bonus packs, coupons and rebates in an effort to keep their market share airtight. While the net result for supermarket retailers has not been an ...

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