KMI launches King of Smiles dental brand

Personal care company KMI, which owns the King of Shaves brand, is launching an oral care range under the name of King of Smiles. The move is part of wider plans to move into a range of personal care sectors.

The King of Smiles range is expected to focus on cosmetic, teeth-whitening products, including teeth-bleaching toothpastes. The company sees an unfilled niche in the UK for such products: in the US, this is a growing market dominated by Procter & Gamble and Colgate-Palmolive.

KMI is preparing a number of other brand launches in the UK and US next year, including extensions to its existing skincare and shaving lines. KMI has already developed a range of aluminium-free deodorants under the King of Deodorants brand (MW October 14), while the King of Blades range is also expected to arrive in 2005 (MW September 4, 2003).

KMI chief executive Will King says the existing King of Shaves brand is maturing. He says the new launches are part of a ten-year plan to continue business growth,

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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