King of shaves targets youth with brand extension

Shaving brand King of Shaves has partnered with beauty retailer Boots to launch a male grooming range under the brand name Kings 1965.

King of shaves
King of shaves

The range of eleven hair, face and body products is aimed at younger age group than King of Shaves, targeting men between 15 and 25.

Will King, founder of the brand, says Kings 1965 aims to appeal to similar consumers as fashion lifestyle brands Superdry, Jack Wills and Hollister.

King adds: “There’s a market for a fashionable, British-influenced men’s range that doesn’t hang off a designer brand.”

The Kings 1965 brand includes three sub-brands inspired by British figures including Faraday, a skincare range named after Victorian inventor Michael Faraday, Haywards a haircare range named after cricketer Thomas Hayward and shower range Kielder which takes the name of the Scottish park.

King of Shaves worked with brand agency Creative Orchestra on the design concepts and it plans to continuously develop the range new products and packaging to reflect changing fashion trends.

The range launches exclusively in Boots stores this week as part of a multi-year partnership.

The brand says the new range “champions classic British style with a contemporary twist, designed to keep you always impeccably groomed”.

The range will be promoted in-store and marketing will focus on a “quirky social media campaign” intended to develop an online following for the brand. The brand then intends to create a “Kings Club” that hosts quarterly events for its fans.

A full marketing plan will be revealed in the run up to Christmas but it is unlikely to be marketed alongside the King of Shaves shaving range.

King says the launch is part of King of Shaves’ strategy to “broaden its kingdom” and “apply the King of Shaves style to different areas”. It follows the launch of a women’s shaving range under the Queen of… brand earlier this year.

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