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Gillette lawsuit calls Norelco Reflex Action razor ads "false, disparaging".

This article was originally published in The Rose Sheet

Executive Summary

GILLETTE BITES BACK: SUIT CHARGES NORELCO REFLEX ACTION RAZOR ADS ARE DISPARAGING and directly target Gillette's wet shave products. In a lawsuit filed Oct. 9 against Stamford, Conn.-based Norelco, Gillette claims that the campaign for the Norelco Reflex Action electric razor "takes direct aim at wet shaving systems with a barrage of offensive, exaggerated and distorted statements clearly intended to disparage Norelco's wet shaving competition." Norelco, a Philips Electronics division, launched the electric razor in September.

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Gillette's Norelco Survey Made "Significant Error" In Omitting Women - Judge

Gillette consumer perception studies submitted as evidence in the Gillette v. Norelco Reflex Action razor lawsuit were found to have a "significant error in methodology" because, in part, they failed to include women, Boston federal court Judge Reginald Lindsay ruled in his Oct. 6 decision against Gillette.

Gillette's Norelco Survey Made "Significant Error" In Omitting Women - Judge

Gillette consumer perception studies submitted as evidence in the Gillette v. Norelco Reflex Action razor lawsuit were found to have a "significant error in methodology" because, in part, they failed to include women, Boston federal court Judge Reginald Lindsay ruled in his Oct. 6 decision against Gillette.

Gillette v. Norelco

Boston federal court denies Gillette's lawsuit charging that Norelco's Reflex Action electric razor advertising campaign was false or misleading. The ruling ends a three-year legal battle initiated in October 1996 in which Gillette claimed Norelco's "disparaging" Reflex Action electric shaver ads directly targeted Gillette's wet shave products (1"The Rose Sheet" Oct. 21, 1996, p. 1). The spots depicted images of a traditional razor spitting fire, baring teeth and biting; Gillette claimed the razor resembled its Sensor or SensorExcel for men. The court rules Gillette provided no consumer perception studies to help back its case. Gillette said it is "disappointed in the judges' decision" and is "evaluating" its "next steps"

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