Procter & Gamble has transformed the way customers can order replacement blades via its Gillette Shave Club, according to a report published by Cincinnati.com, prompting a rebrand for the unit to Gillette On Demand.

The US FMCG giant has introduced a function that allows users to order new blades as they require them, rather than via the traditional subscription model. Customers can order with their cellphones, simply by typing the word BLADES into an SMS message.

“Gillette On Demand’s as-needed ordering capabilities and its convenient subscription options give guys smart choices, not trade-offs,” Mark Jeffreys, Gillette Brand Director, told Cincinnati.com. “This new service puts them in control without having to choose between convenience and flexibility, or between great quality and value.”