gillette on demand
Scott Eisen/AP Images for Gillette

Gillette is facing stiff competition. Now, in an effort to win back customers, it’s taking a page straight out of its competitors’ playbooks.

After slashing prices across the board and launching a marketing campaign called “Welcome Back,” Gillette has now introduced a new way to buy blades directly from the company.

Called Gillette On Demand, the service mimics the direct-to-consumer models of competitors like Harry’s and Dollar Shave Club. It allows customers to either buy blades as needed or build a custom subscription.

Three of Gillette’s products are offered as part of the service, acting as three separate tiers: disposable Sensor 3 razors ($11 for eight razors), the tri-bladed Mach3 turbo ($13 for five refills),…