P&G mulls launch of high-end shaving brand

Procter & Gamble is preparing a possible UK launch of its high-end male grooming proposition The Art of Shaving.

The Art of Shaving

The Art of Shaving is a US based male grooming brand that sells a range of aromatherapy-based products and high-end shaving instruments and accessories costing up to $260. It also operates 70-strong retail chain of ‘barber spas’ that provide high-end men’s shaving and haircut services.

The firm has trademarked The Art of Shaving slogan “The 4 Elements of the Perfect Shave” and “The Perfect Shave” for use in the UK.

A P&G spokesman refused to rule out a UK launch. He says: “We’re focused first on establishing the brand in the US … and whilst we can’t rule out future international expansion, there is nothing planned for the near future.”

The Art of Shaving opened its first international store in Moscow, Russia, earlier this year.

In the US, the brand is sold in high end department stores such as, Bloomingdale’s, Barneys and Saks, as well as on its own e-commerce site.

Its e-commerce site sells P&G’s Gillette branded products alongside The Art of Shaving branded skincare and haircare products.

The Art of Shaving also operates a loyalty club called The Brotherhood of Shaving which it uses to offer members special promotions, content and invites to events.

It was founded in the US in 1996 and bought by P&G in 2009 – it has since doubled the number of stores it operates.

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