Non Bed Day

One of the biggest marketing lies in history: Women "needed" to shave.

Before 1915, American women never shaved their underarms.

It wasn't even a thought.

Then Gillette launched a new product and convinced half the population they had an "embarrassing personal problem."

Here's how they manufactured a billion dollar habit that lasted 100+ years.

In 1914, Gillette owned the men's shaving market but had maxed out their growth.

They needed to double their addressable market.

Women represented 50% of the population but 0% of their customers.

The opportunity was hiding in plain sight: sleeveless evening gowns were trending for the first time ever.

June 1915: Gillette launched the Milady Décolleté.

But here's the genius part. 

They didn't just sell a razor.

They sold a manufactured crisis.

Ads in Harper's Bazaar called underarm hair "objectionable," "unsightly," and "embarrassing."

They literally created shame around something that was 100% normal just months before.

The psychology was brutal but brilliant:

Step 1: Target elite women first through high fashion magazines 

Step 2: Frame hairlessness as essential for the "modern" woman 

Step 3: Create social anxiety around being judged by friends

"Fashion Says—Evening gowns must be sleeveless...The Woman of Fashion Says—The underarms must be as smooth as the face."

They priced the razor at $5 in 1917 (about $120 today) in luxurious "French Ivory and Gold" cases.

This wasn't just a product. It was a status symbol.

The results were insane:

📈 1914: 390,000 total razor sales 

📈 1916: 782,028 total razor sales

📈 1917: Over 1,000,000 total razor sales 

📈 1925: 15,000,000 razors sold annually

They doubled their market by creating a "need" that never existed.

But here's what's really crazy:

By 1964, 98% of American women were shaving their legs.

Today, 99% of American women have tried hair removal.

Gillette didn't just sell products. 

They rewrote cultural norms for an entire century.

Today, I planned on a self indulgent bed day. 

I got out of bed at 9am for Harley play and then I crumbed my prawn cutlets and cooked them for brunch. I sat in the lounge room to eat them and got involved in two Netflix movies with Adoring Husband.

Before I knew it, it was after 2pm!

I might plan for Sunday bed day.

This evening was a great footy match between Bulldogs and Broncos. At half time, Broncos were losing 18 - 0 and at full time the score was 18 - 22 with a massive come back win by my beloved Broncos!! 

On the other hand, in the AFL, my team Carlton were predictably annihilated by AH’s team Collingwood.

Now I’m watching tennis in my bedroom and it’s time to put on my jammies and climb under the covers.

I’m not sure if BGWLBH and I are going to Howard markets tomorrow or not. I guess it depends on how cold it is and whether we feel brave enough to expose ourselves to the Winter weather.

I’d best get some sleep, just in case.

Nite all.