Abstract
Every woman old enough to remove hair knows the Wilkinson Sword Intuition. It is a product which has been launched on the women shaver market because it is a market which is strongly expanding nowadays and represents potential profits for producers: it became as competitive as the masculine market. As its name tells us, the shaver has been created by the company Schick-Wilkinson, a subsidiary of Energizer, being more than 200 years old, proof of its efficiency and its expertise in swords since 1772. At the beginning, the company was specialized in weapons and bayonets, then in protocol swords for the Queen army. Along the history, the company adapted itself to follow the trends and needs of society. They began marketing men shavers and finally women shavers. Currently, the Wilkinson Intuition has a direct competitor, Venus, produced by the biggest company on the market Gillette (subsidiary of Procter & Gamble). Their constant battle in innovation offers each time a better product for consumers. But this point will be discussed later.
