Gillette takes aim at Dollar Shave Club

Dollar Shave Club has been a thorn in Gillette’s side since launching its disruptive subscription business model. Now, Gillette is firing back with a lawsuit that claims patent infringement.

The lawsuit alleges that Dollar Shave Club is violating Gillette’s intellectual property by selling its infringing razors which make unauthorized use of patented technology, according to a statement by the razor maker’s parent company Procter & Gamble. The lawsuit seeks damages and an injunction to prevent Dollar Shave Club from selling any products infringing Gillette’s patented technology.

“We have long invested heavily in innovation, and our talented scientists have dedicated their careers to delivering the best shaving experience possible for men and women around the world,” said Deborah P. Majoras, P&G’s chief legal officer said in a statement. “Our patents help protect the many technical advancements we’ve made through the years – and when it becomes necessary, we take action to protect these important assets.”

An email response from Dollar Shave Club indicated the online retailer was looking into the lawsuit but offered no further comment.

P&G’s Gillette business has been a clear innovation leader in the shaving category for over 100 years, revolutionizing the shaving experience time and again since the advent of the first safety razor, according to the company.

That said, one area where the company failed to innovate was in in its product distribution model and pricing. Dollar Shave Club, and other subscription-based rivals, soon identified Gillette’s dominant market share and fat margins as an opportunity. The company began selling direct and it quickly garnered attention thanks to irreverent ad campaigns focused on price and the aggravation of purchasing razor blades in retail stores. The messaging resonated with shoppers and eventually Gillette launched its own subscription model and began touting the affordability of its razors in national advertising.

Gillette contends it offers consumers one of the best shaving experiences in the world with advanced razors like Fusion ProGlide. Gillette razors have also won accolades and endorsements from grooming experts, dermatologists and skin experts around the world, according to the company.