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Gillette takes Schick to court over false advertising claims

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P&G’s Gillette has filed a lawsuit in the United States courts against Edgewell Personal Care’s Schick brand. The complaint alleges deceptive acts and practices, false advertising, unfair competition, and patent infringement by Edgewell.The lawsuit focuses on Edgewell’s 3-bladed private label razors, which are sold in major retail outlets throughout the US. It also targets false claims made against Gillette Mach3 and also challenges multiple patent violations.“We invest heavily in innovation - and our scientists work tirelessly to provide men with one of the best, most reliable shaving experiences in the world,” Deborah P. Majoras, chief legal officer of P&G, said.“When a competitor makes false and misleading claims against one of our products and infringes our patents, it’s unfair to consumers, and to our employees and shareholders, and we will challenge those violations,” Marjoras added.In response to the claims, Egdewell has issued a press statement discrediting P&G’s allegations. It said:“We believe P&G's allegations have no basis. Gillette's Mach3 patents have expired and we are confident in the quality and performance of our private label products. We will vigorously defend ourselves against these meritless claims and will continue to support our valued customers around the world.”Aside from Schick, Edgewell also houses other shaving brands such as Wilkinson Sword, Edge and Skintimate. It also has sun care products Banana Boat and Hawaiian Tropic under its portfolio.The men's grooming segment has recently heated up with Unilever making a bid to purchase Dollar Shave Club. Founded in 2012 and headquartered in California, Dollar Shave Club (DSC) has grown into a full male grooming business that has transformed the shaving category with its lifestyle brand empowering 3.2 million members. In 2015, DSC had turnover of US$152 million and is on track to exceed US$200 million in turnover in 2016.While terms of the transaction were not disclosed, according to numerous news sources, Unilever paid about US$1 billion in an all-cash deal. Last year Gillette also sued Dollar Shave Club for alleged infringement of its patent. 

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