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Advertising Age reports that the US District Court in Connecticut has issued a ruling that will require Gillette Co. to “relabel millions of M3 Power razors on store shelves and in warehouses,” and effort that could cost as much as $1.6 million.

The ruling follows an earlier decision by the court that Gillette had to stop making claims that its battery-powered vibrating razor raises facial hair, thus making it easier to cut. According to Ad Age, “Gillette said it believed the ruling applied only to animations and graphics that had previously been removed from ads and packages, not to the word claim that ‘gentle micropulses stimulate hair up and away from skin.’”

But Gillette was wrong, and the court said the company has to relabel everything.

Ad Age notes that this has become a highly unusual case because of the lengths that Gillette competitor Schick has been willing to pursue it.

Energizer, which owns Schick, “is pushing ahead in its lawsuit, seeking compensatory damages for the estimated $20 million by which its own four-bladed Schick Quattro razor fell short of projected sales, something Energizer blames on M3 Power’s ad claims,” Ad Age reports.
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