Edgewell Personal Care  (EPC) - Get Report, the maker of Schick razors, is challenging Gillette maker Procter & Gamble (PG) - Get Report by launching an online subscription service that sells blades which are usable on a Gillette handle but at a lower cost, the Wall Street Journal reports.

The website, SchickHydro.com, launches today and will have signups for shipments of Hydro Connect blades that work with either Gillette's Mach 3 or its pricier Fusion.

"Men are creatures of habit, and anything we can do to lower the barrier of entry to try our product will be helpful," said Patrick Kane, who runs Edgewell's men's shave business.

Gillette's share of the U.S. market, about 70% in 2011, dropped to 54% last year. However, it maintains it makes the superior product.

"Razor technology is a matter of microns-and how every single component comes together matters," a Gillette spokeswoman said. "Men shouldn't have to choose between convenience, flexibility, quality and value."

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