King of Shaves uses new range to muscle in on Gillette Fusion

King of Shaves (KoS) is rolling out a new premium shaving care range to encourage consumers to use its products as a partner to the new five-blade Gillette Fusion rather than the manufacturer’s own skincare range.

KoS plans to muscle in on the market leader’s dominance of the shaving market following the arrival of its Fusion platform in the UK with the launch of its new K2 Skinvestment Series.

The new collection of shaving and skin care products will be rolled out exclusively in Boots stores next month. The range, comprising a primer, shave gel, shave serum, post shave moisturiser, sports moisturiser containing SPF and eye cream, will retail from £7.99 to £15.99.

Will King, founder of KoS, describes the new product range as a “natural partner” for the new Fusion razor.

“K2 is in a different league of performance to Gillette’s Fusion shaving software and skincare. This is very much next generation stuff,” King says. “It is crazy to use a conventional shave foam or gel with a product like Fusion.” Gillette declined to comment.

The move is being supported by a consumer public relations campaign which includes a launch event hosted by Chelsea and England star John Terry, who was unveiled as the face of the brand in April (MW April 27).

King says the brand aims to build on its “Be a King” theme, established by London-based agency Big Communications during KoS’ TV campaign earlier this year, and will support the K2 launch with print ads to follow the in-store rollout.

KoS, owned by KMI, is second behind Procter & Gamble’s Gillette in the UK male pre-shave market, and third in the UK male skincare market behind Nivea’s Beiersdorf and L’Oreal’s Men Expert.

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