The brand is launching a viral ad campaign that shows King of Shaves master barber Diane Wood dressed in a pair of Yves Saint Laurent high heels and Myla underwear while shaving a bearded man.
Will King, founder of King of Shaves, says: “We want to push the sector reset button and make shaving desirable and sexy rather than functional.”
The brand hopes to emulate the success of Unilever-owned male grooming brand Lynx has had with its Lynx Effect campaign.
King claims that the brand can be more “flexible” in its marketing than rivals Gillette and Wilkinson Sword because of its challenger status.
He adds it will look to take the campaign to traditional channels including TV, press and cinema ads.