KoS aims to break into mass market

Shaving company King of Shaves (KoS) is in the process of raising more than £3m to finance an advertising campaign to support a raft of product launches next year.

Shaving company King of Shaves (KoS) is in the process of raising more than &£3m to finance an advertising campaign to support a raft of product launches next year.

The company will call a formal pitch in November for the campaign, which will aim to transfer the premium-priced KoS lines to the mass market.

KoS has already held informal talks with several agencies and will invite more to pitch nearer the time.

The campaign marks the next stage in KoS’s development: the company has so far concentrated its marketing on activities such as viral campaigns and sampling, as well as sponsorship of sports events.

The company has a number of products planned for launch in 2004. The focus of the campaign is expected to be a forthcoming “King of Blades” range, the first time that KoS has entered the razors market.

Other possible launches are being considered for the systems, disposables and electric shavers markets. KoS also intends to extend its toiletries lines and male cosmetics range, XCD.

KoS will enter the razors market at a turbulent time. The blade wars between Gillette and Wilkinson-Sword are set to intensify next month with the launch of the four-bladed razor, Quattro. Wilkinson-Sword is to delist its decade-old Protector brand in advance of the launch.

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