Wilkinson Sword has won a court injunction against its rival Gillette, regarding its new M3 Power razor.
Wilkinson alleged that Gillette has breached competition law by making misleading claims about its products and it submitted scientific evidence to prove that Gillette’s claims about its M3 Power razor weren’t true.
The M3 Power used a battery in the handle to create a pulsing action in the razor. It claims this “stimulates hair upward and away from the skin, making it dramatically easier to shave more thoroughly in one easy power stroke.”
Gillette will now have to remove the claims from its packaging and marketing in Germany.
Gillette currently holds 69% of the UK’s £260m shaving market while Wilkinson Sword holds around 20%.