Gillette's Norelco Survey Made "Significant Error" In Omitting Women - Judge
This article was originally published in The Rose Sheet
Executive Summary
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.
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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"
Gillette injunction against Norelco Reflex Action comparative ads partially granted.
NORELCO REFLEX ACTION "LESS IRRITATION" SUPERIORITY CLAIMS CAN CONTINUE WITH DISCLAIMER, Boston federal court Judge Reginald Lindsay ruled Nov. 27 in response to Gillette's request for a preliminary injunction against the Philips Electronics division. The application for injunction was filed in conjunction with an Oct. 9 lawsuit, in which the wet shave manufacturer claimed that Norelco's "disparaging" Reflex Action electric shaver ads directly target Gillette's wet shave products ("The Rose Sheet" Oct. 21, p. 1). Pending a decision on the litigation, Gillette requested a preliminary injunction barring Norelco from running all TV, print and radio ads that feature disparaging comparison statements and negative images of wet shavers.
Gillette lawsuit calls Norelco Reflex Action razor ads "false, disparaging".
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.