In 2005, an injunction was brought by rival Wilkinson Sword which was granted by the Connecticut District Court which determined that Gillette's claims were both "unsubstantiated and inaccurate" and that the product demonstrations in Gillette's advertising were "greatly exaggerated" and "literally false".
While advertising in the United States had to be rewritten, the court's ruling does not apply in other countries.
Razor handles continued to advance to allow consumer to achieve a closer shave.
A modern version of the Tech, with a plastic thin handle, is still produced and sold in several countries under the names 7 O'clock, Gillette, Nacet, Minora, Rubie and Economica.
The Mach 3 featured five improved microfins and spring blades, a pivoting head with greater flexibility and a blue lubrication strip that faded with usage to encourage users to change their blades more frequently.
This was updated in 1955, with different versions being produced to shave more closely—the degree of closeness being marked by the color of the handle tip.
In 1955, the first "adjustable" razor was produced.
In 1999, Gillette, as a company, was worth US$43 billion, and it was estimated that the brand value of Gillette was worth US$16 billion.
This equated to 37% of the company's value, which was the same as Daimler Chrysler, one of the world's largest car manufacturers at the time.
Gillette has a long history of promotions for its products, especially towards young men.
Current promotions include sponsorship of sports events such as Major League Baseball (since the 1940s, when it was the only sponsor for World Series television broadcasts) and the England national rugby league team, along with the Rugby League Four Nations.
Gillette ships a razor to males in the United States around the time of their 18th birthday; as of 2010 Gillette has been sending the Fusion Pro Glide.
Athletes such as Roger Federer, Tiger Woods, Shoaib Malik, Derek Jeter, Thierry Henry, Kenan Sofuoglu, Park Ji-Sung, Rahul Dravid, and Michael Clarke are sponsored by the company.
This allowed for an adjustment of the blade to increase the closeness of the shave.