King of Shaves is launching a sub-brand aimed at women. The Azure is due to launch in the UK in spring next year.
The Azure will have a similar value positioning to KoS’s male brand, Azor, which was launched as a razor that gives a closer shave but costs less.
Like its masculine counterpart, the Azure uses pivot technology, patented by the company and known as the Touch Skin Technology Elastomer pivot system. The company claims that it allows the head of the razor to press the blades at “optimum pressure”.
The Azure will be available in black and gold, in contrast to Procter & Gamble’s market leading Venus, which is produced in pastel colours. It will also have minimal packaging, which has already been recycled or is fully-recyclable.
KoS will also launch two special edition Azure-branded shaving products to its existing King of Shaves Womanrange, which include gels, oils and moisturisers.
The Azor, which was launched in June, was the third highest selling razor brand in the UK in October, according to IRI data, behind Gillette and Wilkinson Sword.
Meanwhile, the company is launching the Azor in New Zealand, Brazil and Ireland in January 2009, with further international expansion planned later in the year.