Wilkinson Sword relaunches ranges with £4m campaign

Wilkinson Sword is relaunching its Quattro razor ranges for men and women with a £4m advertising campaign in a bid to capitalise on a recent rise in market share.

The campaign, which breaks on 8 April, builds on the concept of transformation and aims to show how the unpleasant can be trans-formed into something pleasant.

The tongue-in-cheek advert, developed by JWT, features a woman throughout the day as foliage around her transforms from looking unkempt to well tended.

The ads focus on the Quattro for Women Bikini and Quattro Titanium Precision.

The Quattro Titanium men’s range and Quattro for Women range will be given updated packaging featuring a new Wilkinson Sword logo in a bid to “build a stronger umbrella brand”.

The relaunch is part of the Wilkinson Sword masterbrand strategy, which was introduced in 2008 to give the brand a more unified look and feel across all communications.

Wilkinson Sword has also improved its range of system razors and premium disposables products. It recently launched several products, including the men’s Quattro Titanium Body trimmer and razor and new variants of its women’s Intuition Plus shaving system and the Quattro for Women Bikini Travel Case.

With annual sales of £54.4m, Wilkinson Sword accounts for 18.2% of the £229.5m shaving market, up £6m on a year ago, according to Nielsen figures.

Market leading shaving brand Gillette accounts for £211.7m (73.6%) of the market, down £11.2m from a year ago.

Procter & Gamble launched Gillette Fusion ProGlide Series, the next generation of its Fusion shaving range in the US in February, while challenger razor brand King of Shaves relaunched its women’s shaving range under the Queen of… brand name last month.

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