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, Talk about cutthroat competition. Boston-based Gillette, which dominates the $700 million U.S. wet-shaver market with a 65% share, sued Swedish-owned rival Wilkinson Sword last week for claiming in a TV commercial that its new Ultra Glide razor provides the "smoothest, most comfortable shave known to man." No matter that manufacturers have freely boasted for years that their products are the biggest, the best or even the most aromatic. Gillette accused Atlanta- based Wilkinson, which controls 4% of the blade market, of false advertising.

The case centers on the thin strips of lubricating material found on most new razors. Wilkinson claims that a 320-customer survey proves consumers prefer its blue-stripped Ultra Glide razor to Gillette's white-stripped Atra Plus. Not surprisingly, Gillette has conducted its own customer survey, which it says establishes the opposite sentiment. Alas, an issue that once would have been judged at the bathroom sink now seems likely to be decided in court.