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1905 - GILLETTE opens his first overseas office, headquartered in London, England to market products in Europe. 1910 - WILLIS G. SHOCKEY receives a U.S. patent for his WIND-UP SAFETY RAZOR, the forerunner of electric shavers. It has a wind-up-by-hand flywheel that operates for a limited amount of time. 1914 - 1918: WORLD WAR I - GILLETTE works out a mega deal with the U.S. Armed Forces, instores which provides his safety razor and blades to every instores enlisted man or officer on their way to instores Europe as a regular part of their standard issue gear. This creates tremendous worldwide promotion and publicity opportunities for Gillette’s company and products. Why Women Shave Their Legs and Underarms - We all know the power of advertising. At the turn of the century, for example, the South African Diamond company, DeBeers, created the image that the diamond was forever and therefore would make an excellent wedding ring. Another marketing campaign around this time convinced the women of North America to shave their body hair.
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