Shaving giants to take on Gillette

Male grooming companies Wilkinson Sword and King of Shaves are in talks to form a global partnership between their rival shaving ranges in a bid to challenge the dominance of shaving giant Gillette.

The joint venture is an unusual move for two rivals. The first results of the talks will see Wilkinson Sword’s Extreme 3 razor sold as part of a pack with the King of Shaves shaving gel range across the UK as well as in the US, where the UK-based King of Shaves has a growing presence.

The news comes as Wilkinson Sword prepares the next stage of its campaign against Gillette’s Mach 3 brand, with the launch of the first extension to the four-bladed Quattro razor, a different coloured variant.

Wilkinson Sword attacked the razor market with Quattro last year, but only accounts for about one per cent of the shaving preparations market. King of Shaves does not market a razor, but has a strong brand identity with shaving gels and foams.

A spokesman for King of Shaves confirms the partnership: “The promotion will see King of Shaves software powering the Wilkinson Sword hardware to give the world’s best shave.”

Gillette is to launch its latest innovation in September, with the arrival of the battery-powered M3 Power in the UK (MW January 15). Gillette is also targeting the wider male grooming market later this year with the launch of Gillette Complete (MW October 23, 2003).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here