Semiotics’ Razor: Or, how to tell products’ signification apart from products’ communication

The paper investigates the difference between product signification and product communication by describing the case of the Sensors for Women razors. The paper accounts for the different role the figure of “water” plays for Sensor for Women and SensorExcel for Women, thanks to a semiotic analysis of the two models, which considers also their packaging and their commercials. Whereas water as a “figure” is largely used in Sensor’s communication, it tends to disappear in SensorExcel’s communication. Nevertheless, “water” plays a role in the signification of both razors. This role is described by analyzing, through to the semiotics of bodies, the way in which the two razors dispose the contact with the shaving and the shaved bodies.