[vpontis]

Who is this "we" that the website and the video reference? It might be nice if they more precisely defined their target customer.

I got into safety razor shaving in high school. It feels pretty nice, looks classy, and is a lot cheaper than Mach5 or whatever they are selling now. Now I just use an electric shaver because it's so much faster.

[rcavezza]

My assumption is their target market is the African American community. It looks like a razor specifically designed for the face of an African American man.

[benjohnson]

That's a very good target Market. Some people with African genetics tend to develop a lot of scar tisses from otherwise miner nicks.

http://www.nhs.uk/Livewell/skin/Pages/Keloidscarring.aspx

[jpessa]

wow, you're ignorant. it's a safety razor.

[AjithAntony]

Yes, but the language of the ad pretty clearly targets black people. Maybe the razor itself isn't particularly innovative, but perhaps the rest of the "system" offers some benefits. There already exist many "black" shaving products that claim to help reduce razor bumps and ingrown hairs.

[jaimelg]

This line would certainly work for anyone. But "we" is referring to those prone to getting razor bumps and irritation in general from other shaving tools & products. This issue disproportionately plagues folks with coarse/curly hair and consequently 80% of black men.

[eappleby]

In the video for Walker and Company (owner of Bevel), it says that the company's mission is to make health and beauty simple for people of color.

http://walkerandcompany.com/