Apple is holding a highly anticipated press conference later today. Cupertino has confirmed that, during the event, it will unveil the latest version of its iPad. It seems like the perfect time, then, to talk about safety razors.
Much has been said already about the self-parody that is today’s shaving razor market. Criticism began in the 1970’s, in fact, shortly after Gillette introduced the first two-bladed “system,” the Trac II. One of Saturday Night Live’s oldest sketches was a fake commercial touting a triple-blade razor, which must have seemed ludicrous at the time (“The Triple-Trac. Because you’ll believe anything.”). It took over twenty years after that for Gillette to introduce the “Mach3.” Seven years later, we had five blades. (cf. The Onion, NSFW perhaps.) Coming full circle, it seems, Gillette also added a single blade on the opposite side of the razor that can be used alone. As Aldous Huxley said, “Technological progress has merely provided us with a more efficient means for going backwards.”
Less often parodied is the escalating costs of ownership in said systems. King Camp Gillette’s disposable razors of the mid-century man were a marvel of convenience and thrift compared to the time and effort required to prepare and use a straight razor. We still have the disposable razors, but the price increases show no sign of abating. It is the loss-leader (or “freebie”) marketing that has infected many of the tools of modern life: the razor is practically free!* The Swiffer is 50% off!* The iPhone is $49!*
*Includes one pack of disposable blades/cloths/apps.
Yet the march proceeds zealously forward to make sure you’re already outdated. A little too zealously, sometimes, for even the law. In 2004, Gillette introduced its “M3 Power” system, with three blades and a battery-powered motor that makes the whole thing vibrate. The company promised that the vibrations “raise hair up and away from the skin” so you shave closer with one “power stroke,” and even that the hairs change angles and extend. By December 2004, four of ten razors sold in the U.S. Were M3 Powers.
The only problem was, it wasn’t true. There wasn’t any good evidence that the M3 Power did what Gillette said it did. At least, that is the conclusion U.S. District Court Judge Janet C. Hall arrived at in 2005. In her decision, Judge Hall found that some of Gillette’s claims were “literally false,” and others, while unclear as to falsity, were doubtful. As a result, the Court granted a preliminary injunction and barred Gillette from continuing to make certain claims in its advertising.
Yes, yes, you may be saying, that’s all well and good. Razor blades are expensive, they rely on an unsavory business model, etc etc. But what choice does one have? If a guy hates electric razors, and wants a quick, easy shave in the morning, he can reach for a multi-bladed contraption and be done with it. It’s progress. It’s efficiency, it’s quality of life. It’s worth a little extra. You’d have to be a Luddite to disagree.
But you do have a choice. The idea that you have to accept the latest advances no matter how costly, or be left behind, is a delusion of the worst kind. It’s an intentional delusion. You do have a choice, but it just doesn’t happen to be the popular choice. A couple of years ago I purchased a Gillette razor that I love, and I highly recommend it. The replacement blades are wildly inexpensive, it has a nice heft in the hand, it’s more comfortable and effective than any electric I’ve used, and just as comfortable and effective as a five blade razor. And it was made in 1964.
The great economist and liberal John Kenneth Galbraith once said, “The drive toward complex technical achievement offers a clue as to why the U.S. Is good at space gadgetry and bad at slum problems.” I doubt he was talking about razor blades, or phones, or “tablets,” but he might as well have been. I don’t want to frame this as a class war-we’re all to blame for the obsession with trees, at the expense of the forest. From the Gillette ad man down to the Angry Birds evangelist. We can all talk endlessly about what’s wrong with culture, what’s wrong with politics, what’s wrong with society. And then we go “just looking” in the store aisles with half-open mouths. As someone smarter than me once said, you can’t imagine a better world if all you’re thinking about is iPods.
I propose that it should no longer be shameful to be called a “Luddite.” We shouldn’t be proud, nor ashamed, to question where we direct our psychic energy. I don’t deny the inevitable: as film is replaced by digital cameras, as books are replaced by e-readers, so the physical is replaced by the conceptual. We already live in a world where, if you want to read the very latest government commission report, or hear the latest Kanye West GOODFridays cut, you have to log in. And for the most part, I think that’s a great thing. But I also believe that it is all too easy to get caught up in hype and hyperbole, and forget that alternatives might exist. In our daily cost-benefit analysis of life, the third dimension often gets left out, either mistakenly or intentionally.
“Is there another option?”
Resources on safety razors, both vintage and modern:
The Wet Shaving FAQ - everything you need to know about safety razors and their use.
RetroRazor Shaving Store – “A greener, cheaper, closer way to shave … and with moxy!”
Learn How to Shave Like Your Grandpa – from The Art of Manliness. “You’ll feel like a bad ass!”
Crabtree & Evelyn Nomad Shaving Cream – My recommendation, if you like to use a brush. My last jar lasted 14 months.