Incessant new shaving technologies keep molding the grooming category into one of the biggest consumer magnets in health and beauty care. Supermarket merchants, normally a skeptical bunch, give uncharacteristic praise when they liken new shaving product introductions to powerful Rx-to-OTC switches. They cite the massive promotional support, the well-known brand names, and a first-to-market mentality as the paths to repeated success with each product improvement. "People don't mind spending ...

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