Shavelogic

Imagine trying to launch a brand in one of the last true monopoly categories. You’d have to be crazy, right? Crazy, or wildly different. When Shavelogic came to TRG, they had a breakthrough idea but faced some overwhelming odds – of the $11B men’s razor market, a whopping 72% of sales were shared by Gillette and Schick. A host of smaller competitors fought for the last 28%, and Shavelogic wasn’t even on the radar. That changed soon enough. Understanding that a whole cohort of modern men now define their style through what they use as much as what they wear, TRG sold Shavelogic as a hipper, far smarter, and much more stylish alternative to cheap plastic or tired nostalgia.