ALL IN A LATHER

A new high-end leader has emerged in the pool of aerosol shaving creams and gels, causing a shake-up to occur in the formerly stagnant category, and launching a battle for supermarket shelf space.To date, no brand has been knocked out of the competition. But manufacturers of the price-sensitive brands that lead the category have been offering bonuspacks, coupons and rebates in an effort to keep their

A new high-end leader has emerged in the pool of aerosol shaving creams and gels, causing a shake-up to occur in the formerly stagnant category, and launching a battle for supermarket shelf space.

To date, no brand has been knocked out of the competition. But manufacturers of the price-sensitive brands that lead the category have been offering bonus

packs, coupons and rebates in an effort to keep their market share airtight.

While the net result for supermarket retai

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