Wilkinson Sword launches ‘biggest ever’ marketing drive  

Wilkinson Sword is raising the competition in the male grooming market with the launch of its Hydro range in the UK, backed by a £20m marketing push.

The launch of Hydro follows Procter & Gamble’s launch of its Gillette Fusion ProGlide series in the UK earlier this month.

Wilkinson Sword claims that the launch is a “world first” putting “skin care at the heart of shaving”.

The “revolutionary” shaving range includes five and three blade versions, which the razor maker says offers men “a good alternative  at a value price point”.

The Hydro range also includes Wilkinson Sword’s first entry into the pre and post shave skincare category with four shaving gel products and one after shave balm.

Wilkinson Sword says that the £20m marketing push is its biggest ever support package for a UK launch. It will include television, print and digital activity.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here