Wilkinson Sword plots 2-in-1 womens shaving innovation

Wilkinson Sword is launching a combined women’s razor and trimmer to capitalise on the growing market for hair removal products.

The Wilkinson Sword 2 in 1 Quattro for Woman Bikini will combine a battery operated waterproof trimmer at one end, which can be used in the shower, with an adjustable length comb. When flipped over, there is a Quattro for Women razor head, with four blades and two conditioning strips with aloe and vitamin B complex.

It will be launched later this month and will be positioned as a shaving solution that helps to eliminate the need for razors, creams, trimmers and scissors. It will be backed by a major marketing campaign, including television, print and online media.

The launch follows research that found a large increase in women now regularly maintaining their bikini area, with 49% incorporating this into their beauty routine compared with 35% in 1999.

Wilkinson Sword says it expects the product, which is priced at £8.99 to “fly off the shelf”. The gadget joins the Quattro for Women razors range, which grew by £1.3m in 2008, reflecting a sales increase of 30%, according to figures from AC Nielsen.

There are several launches planned for the hair removal market in early 2009, with depilatory cream and wax brand Veet gearing up to launch its first range of electrical hair removal products. It comes after a licencing agreement between Veet owner Reckitt Benckiser and electrical beauty products company Helen of Troy. The Veet shaver and epilators are aimed at the premium end of the market, with prices ranging from £24.99 to £79.99 (MW last week).