"Bring Back The Shave!"

When you're 27 years into owning a brand with A) your surname in it and B) it's a descriptor of what it does - how do you keep it relevant, current, future facing - and more importantly, how do you get men to fall in love with shaving again?

If you never had to shave again, would you miss it? I would, as I enjoy it, but I have a friend who has a five o’clock shadow by lunchtime and swears if the opportunity arose he would get his face lasered so it was permanently bald. A simpler solution might be to alter his perception of shaving and find something about it he enjoys.

There are a lot of things it is difficult to do when wet-shaving.

Please note, I said ‘difficult’ not ‘impossible’. Let’s not place limits on the actions of others or stifle their creativity, imagination, or determination to do the daft and unexpected. Pushing boundaries is part of being human and it provides us with entertainment when things go wrong...