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Gillette’s M3Power razor ad ruled as false advertising
MUMBAI: Gillette’s M3Power razor’s ad in the US seems to have got itself into some serious trouble.
In a competitive move, razor rivals Energizer Holdings’s Schik razor filed a suit against Gillette on the premise that Gillette was adopting false advertising gimmicks for its M3 Power razor.
Judge Janet C. Hall of the United States District Court, Connecticut, on 1 June granted Schick a preliminary injunction against false advertising claims by Gillette for its M3Power razor. Judge Hall determined that Gillette’s claim that the M3Power raises hair up and away from the skin was both “unsubstantiated and inaccurate” according to various agency reports.”The court found that that the product demonstrations in Gillette’s advertising are “greatly exaggerated” and “literally false.”
Interestingly, Schick-Wilkinson Sword president Joe Lynch was quoted saying that the scientific evidence indicated that Gillette’s claims for M3Power went well beyond the capabilities of its products and that he firmly believed that since the day the M3Power was launched a year ago, Gillette has deceived consumers about the performance of its product.
Although Gillette did not make an offical comment on the same , the ruling marks the latest turn in a patent fight involving No. 2 razor company Schick-Wilkinson Sword and market leader Gillette.
As a result of this preliminary injunction, Gillette will now have to immediately cease the claims that they have been making in the TVC’s and print advertising. Also within 30 days, the razor major must also change packaging for the product and remove in-store displays that feature the disputed claims. It is unclear what measures Gillette will have forced upon them in other countries as the specific claims cited by Judge Hall appear to have been made on a global basis.
The razor rivals have been battling each other since Schick released new products — including Quattro — to try to cut into Gillette’s dominance of the global shaving market.
Gillette has argued that any razor head with a group of three blades would be covered by its patent. Its Mach3 razor and M3Power, a pulsating razor based on Mach3, as well as the women’s Venus razor, each have three blades.
Energizer’s Quattro and the recently launched Quattro for Women each have four blades.
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
