New Packaging Thoughts
Out of context: Reply #6
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- d_rek0
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"The shaving cream is also light on lather, the foam that bursts from the can of brands like Gillette Foamy or that forms when gels like Edge are slathered onto beards. While shaving creams with no lather can still do an excellent job of preventing nicks, foam helps with “tracking,” in industry parlance.
Tracking, said Lou Hantman, 85, a chemist who developed shaving cream and other products for Gillette for 50 years — first as an executive and then as a consultant — and who helped formulate the NXT shaving products, is “when you make a sweep down and then you know you’ve been there.”
While a thick lather tracks where your razor has been, it makes it harder to know where it’s going, like around goatees or sideburns.
“We believe our target market is interested in what we call ‘improved navigation’ around existing facial hair guys want to keep,” Mr. Leventhal said, adding that he is planning to introduce an “improved” shave gel in six months that foams a bit more. "