KMI expands the King of Shaves range

King of Shaves, the mass-market shaving products label, is expanding its portfolio with the launch of four new grooming ranges.

Only one range, Kinexium, will carry King of Shaves branding. It will be more expensive than the original product and is due to launch at the beginning of July.

Parent company KMI has created a range of products for Tesco, called PS, which stands for “problem solved”. The range, which includes shampoo and shower gel, will cost between 2.99 and 3.99.

The company is taking on market-leading deodorant body spray Lynx with its own version, 24Seven. It will target 13- to 22-year-olds, when it launches in September.

KMI has also created a grooming range for upmarket shirtmaker Ted Baker, called Skinwear. It includes a fragrance and shaving products and will be available from September 19.

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