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Living On a Razor’s Edge

P&G tries to cut through competitors with a new strategy

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By: TOM BRANNA

Editor

Competitors cut like a knife…or a razor. Facing heated competition from arch-rival Unilever and a host of smaller firms, Procter & Gamble will introduce new products and packaging for Gillette razors as part of a major revamp linked to changing consumer habits and the need to fend off growing competition in retail stores and online. To get the ball rolling, early next year Gillette's packaging will be revamped to boost “findability” and “shopability,”...

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