Gillette Venus Spa Breeze Razors Packaging: Far from a Breeze to Open

Social Media Brand Monitoring Experiment #2:
Okay, I know theft is a big problem for retailers (the industry term is “shrinkage”) but I’ve got to tell you Gillette, a Procter & Gamble brand, has stooped to very consumer-unfriendly means to prevent it.

My wife just returned from a trip to Sam’s with these razors and when trying to open the club pack package, it was so difficult to open she ended up flailing away at it like a crazy person. I interceded to stop the stabbing madness she was engaged in and I found the dang thing dang near impossible to open. An indication of my frustration is the use of “dang” twice in the same sentence!

Maybe it’s just me but I think we’ve gone too far when the products we buy can’t even be opened because the manufacturers have made them so “secure”. The imagery and messaging on the web site for the brand is a big disconnect from the brand experience we just had…nearly stabbing ourselves to death trying to get nice smooth legs. “Love it?” the site asks as it shows a beautiful model with silky smooth legs. Ah, hell no Gillette. I most certainly DO NOT love your packaging. Have you ever tried to open that package without a small thermo-nuclear device?

What they should show is a model with bleeding stumps for hands, writhing in agony as her fingers lay before her on the floor, all of which occurred because she failed in her attempt to open the package from hell!

There has to be a better way to keep Sam’s Club members and employees from walking off with your razors but still allow those of us who actually pay for the damn things to come away from our packaging opening experience with all of our digits.

Are you listening Gillette?

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About Scott Cone
A husband to a loving, lovely wife. Father to six great kids and two grand kids. I'm a marketing, advertising and promotion professional with a keen interest in big ideas, all things digital and especially how mobile is changing all aspects of communication and marketing. I play guitar and sing, write music, write screenplays, act, scuba dive, weight lift, ski and enjoy Christian apologetics, logic, evolution versus intelligent design and the basis for morals, values and ethics.

5 Responses to Gillette Venus Spa Breeze Razors Packaging: Far from a Breeze to Open

  1. Tammy@Venus says:

    Yes Scott, we are listening. I wanted to reply straight away to let you know I’m getting an answer for you on a) why is the packaging is as it is; b) if there is an easy way to open it (though clearly not intuitive); and, c) are there plans to change the packaging or provide information on how to open it.

    I’ll get back to you asap!

    Tammy@Venus

    • Scott Cone says:

      Impressive Tammy@Venus. Congrats for being a good brand steward. This is the first time I’ve tweeted about an annoyance that a brand has responded. Nice job.

      • Tammy@Venus says:

        Hi Scott,

        Thank you! I actually found this first, responded, then saw you’d tweeted too, so thought I could let you know there I’d been here!

        As you can see, I’d posted twice because the response didn’t show up, i was concerned. On to the answers!

        When the Venus Breeze (and all Venus razors) packages have a razor, pod and cartridges, the packaging is sturdy to protect the product during shipping. The big box retailers request we make the packaging for product bound for their “shelves” even sturdier due to their shelving and, yes, as you say, shrinkage.

        At the moment, this isn’t something that’s in the plans to change, but that doesn’t mean it won’t. We have made changes to our products and packaging before based on consumer feedback and am confident we will again.

        Having said that, today, how do you get into that package? Scissors. We highly recommend using scissors to cut the product out!

        Thank you,. Tammy@Venus

      • Scott Cone says:

        We did use scissors and I feel that’s dangerous. Frankly, I know that you guys are just responding to the demands of your retail customers but I think the tide is changing and consumers are now more of a voice to be harkened to than even the retailers. The security packaging has gotten to a ridiculous. When you can even open a package of razors without the possibility of stabbing yourself of slicing a finger off, something’s got to give.

        In addition, I think a time is coming when all these big retailers like Wal-Mart, Target and the grocery retailers are going to face a backlash on sustainability…manufacturers and retailers are complicity in wasting a huge amount of cardboard (not to mention energy in the manufacturing of the packaging) and this too has gotten out of hand. I am not an environmental activist by any means but even I get a little concerned when I see all the packaging waste in just my own family. Multiple that by 300 million US families and it’s a real issue.

        A company like P&G, who has always been a thought leader, could take some real steps here to absolutely change the game. You all just have to believe the consumer wants it (they do) and it’s in your best interests.

        There’s a point of marketing differentiation in this whole back and forth if you can accept it.

        Thanks for paying attention. This is far more than I expected out of one of the largest brand companies in the world. You’re brand team should be proud of you and their efforts to monitor the conversation.

        Regards,

        Scott

        Scott Cone

        Blog: https://marketingavatar.wordpress.com Phone: 281-318-1635 (Google Voice) Email: scone2@me.com IM: Google Talk-Scone8762@gmail.com AOL-scone2@mac.com Yahoo-conehead8762 Twitter: Scone LinkedIn: http://www.linkedin.com/in/scottacone

  2. Tammy@Venus says:

    Yes Scott, we are listening. I wanted to reply straight away to let you know I’m getting an answer for you on a) why is the packaging is as it is; b) if there is an easy way to open it (though clearly not intuitive); and, c) are there plans to change the packaging or provide information on how to open it.

    I’ll get back to you asap! Tammy@Venus

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