King of Shaves joins razor war

Razor wars are hotting up as King Of Shaves launches a new generation of its Azor System razor. Earlier today, Gillete unveiled its Fusion ProGlide range in the US this morning.

King of Shaves says the Azor M Alloy System razor “blends style with amazing performance” and is “perfectly balanced and ideally weighted for maximum control and comfort” during shaving.

The four-blade hybrid metal alloy and Polyastomer Azor M uses King of Shaves’ internationally patented “Bendology Technology” which allows the Azor’s head to bend on flexible hinges to “follow every contour of the face”.

The Azor M also features a slimmer blade cartridge designed to make shaving under the nose and other hard to reach places even easier, a tactile handle for improved dexterity and grip, trim guides for shaping and styling facial hair, and a larger skin pretensioner which King of Shaves says reduces the risk of nicks and cuts.

The Azor M Alloy System Razor will launch exclusively at Boots stores nationwide from March 2010.

King of Shaves is manufacturing a limited number of Azor razors made with ceramic, carbon fibre and “other space age alloys”.

Will King, King of Shaves CEO, says: “The Azor M is proof of our commitment to our customers to design and manufacture a stylish, high performance system razor with affordably priced cartridges. I’m delighted with its design credentials and aesthetic and am also pleased to be.”

King of Shaves launched its first television ad campaign last September.

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