Having reviewed the Azor and really liked it, I had a look to see what other reviewers thought of it. To my surprise it had a fairly middling rating on Amazon. When I delved into it I found that it had a mix of very high and very low scores. Some people loved it, some people hated it. Marketing people have a name for products that evoke both strongly negative and strongly positive reactions. They call them polarising. And it seems the Azor is one such.
Anyway reading one review another Azor fan noted that a lot of people didn’t like the product and explained that to get the best out of it you need to loosen up the action of the blade by bending the hinge right over backwards once. Well I wasn’t 100% happy with the action of the hinge so I followed their advice. It certainly made a difference. It loosened it up so much that I now can’t use it without holding the blade in place with my finger. Moral – don’t believe everything you read on the internet.
The other thing I found was on an Australian website complaining that the Australian King of Shaves guys (I hesitate to call it a division – they can’t be quite as big as Gillette yet) had been engaging in a bit of twitter spam. To be fair to them, they had responded to the criticism pretty quickly and promised to mend their ways. I retweeted it because I thought it was interesting and also because there was some very entertaining comments. The Australians do have a great and very direct way with words.
To my surprise, Will King himself responded within half and hour with a further apology. These are guys who really live their brand! He didn’t seem to have read my review so he didn’t respond to my being rude about their marketing.
Anyway the new Azor M is out now and I am looking forward to giving it a go. According to the King of Shaves website this is a much more heavy duty bit of kit and may well appeal to people who don’t like the lightweight Azor.