The brand and positioning of the Queen of… range has been developed by Creative Orchestra, which is also handling the in-store activity and advertising for the relaunch.
A spokesman for the brand says: “The market had become very functional, Queen of… is about putting the fun and excitement of a social occasion at the heart of product usage.”
Marketing support for the rebrand will focus on press activity, with experiential activity targeting young women at clubs, gigs and festivals.
King of Shaves has also appointed digital communications agency Sofiano to develop a social media campaign and run a “What are you Queen of…?” competition through social media channels.
The range will be available exclusively in Boots this month and in Sainsbury’s from May. It includes the L’Azor system razor with King of Shaves’ patented “bendology technology”, Ta-da! tea tree shaving gel and Ooh la la! aloe vera shaving gel.
According to the latest Kantar Worldpanel figures, Gillette and Wilkinson Sword account for over 90% of the women’s shaving market, which is worth £58.3m in the UK and grew 5% in 2009. The UK women’s shaving soaps market is worth £8.5m.
The rebrand follows the launch of King of Shaves’ next generation of male razors, the Azor M Alloy System.