Shick Announces Million Blade Razor

New York - Schick, a unit of Energizer Holdings, has announced a razor containing one million blades. A spokeperson for Schick said, "This razor will change the face of shaving!" When asked whether this razor was a response to Gillette's new five-bladed Fusion razor, they responded, "That would be ridiculous. If it was why isn't it a six-bladed razor?"

Gillette unveiled the three-bladed Mach3 in 1998 and Schick followed in 2003 with the four-bladed Quattro. In the cutthroat razor business, blades mean bucks. The suggested retail price of the million blade razor is $999.99. "It was important to keep the price below $1000," said the spokesperson.

Responding to a question about how a million blade razor could even fit on someone's face, the spokesperson responded that "[people] shave more than just their faces."

Indeed. This reporter tried a sample and was able to shave his entire head, back and buttocks in just a few very short strokes while simultaneously shaving his wife's legs.

Hong Kong based Personal Care Industry analyst, Harry Chin said, "They [Schick] are sure to carve out a large share of the market with this razor." He also cut Gillette shares from Outperform to Neutral.

Agreeing was analyst Ivan Nicks, who felt this would leave Gillette with only the stubble of the market.

Energizer Holdings, trading on the NYSE, was down $0.19 today.

Rumors on the street indicate Gillette is planning to buy privately held Care-Metix, one of the largest producers of styptic pencils in the U.S.