This morning the Gillette World Headquarters in Boston was converted into the East Coast R&D center of Stark Industries. Unveiling new razors called the Repulsor 1, UltraStrike, Thunder, XL Gamma (each corresponding to Iron Man, Captain America, Thor and Hulk) Gillette has placed itself onto the razor’s edge of the Marvel Cinematic Universe. Another cross-promotion of movie franchise into the consumer world is nothing new. Yet, in a strange way, the fantastic was the dream of the man that gave Gillette it’s name.
In the late 19th century Wisconsin-born King Camp Gillette (left) was deeply invested in the world of personal shaving razors. With mens grooming dominated by traditional forged and sharpened straight razor, Gillette was struck by an idea- what about a simple, disposable razor and blade? After several years Gillette’s disposable razor hit the market and was an immediate success. Gillette’s first year, 1903, saw sales of five dozen razors and few hundred blades. A year later Gillette’s mass-manufactured 90,000 razors and nearly 12.5 million blades.
Success was his and Gillette’s imagination wasn’t confined to the world of grooming. Not unlike the fictional Howard Stark and his “Stark Expo” a place where the future could be experienced through modern technology (circa 1943,) Gillette saw a world rife with potential for harmony, social, economic and cultural advancement.
In the years before finding success as the razor brand, Gillette was an author with visions of utopia. Written by Gillette in 1894, The Human Drift and 1910’s World Corporation were both works bursting with optimism about humanity. Before the fictional Metropolis of the DC Comics universe, Gillette envisioned a mega-city in western New York that was planned down to the finest detail.
From the shape and height of the buildings, to the glazed tiles of each apartment, to the sewage and electric lighting, Gillette envisioned a world spreading from Niagara Falls in the west to Rochester, NY in the east. Sixty million Americans would live in Metropolis on the Niagara in the world considered a form of 19th century Utopian socialism. Organized by engineers and removing competitive destruction, humanity would flourish in this mega-city.