King of Shaves owner goes green

KMI, the company behind King of Shaves, is launching a range of eco-friendly handwashes, shower gels and anti-bacterial sanitisers called Patently Obvious.

The range, which will be launched in Boots in February, will be backed with a digital marketing campaign and a strategic partnership with a yet-to-be-named charity.

The initial line will consist of three handwashes, three handwash foamers, three shower gels and a hand sanitiser. The handwashes are priced between £3 and £3.50. It is planned for Patently Obvious to extend into surface cleaning and laundry products.

The Patently Obvious brand is positioned as “a cleaning brand with a conscience that makes no compromise on effectiveness”.

KMI chief executive Will King says the company has spent two years developing the range into an offering that makes it easy for consumers to be green. The brand will use the strapline “Without Compromise”.

The products are derived from natural ingredients, while the packaging can be refilled.

KMI managing director Andy Hill will present the brand concept at Marketing Week’s Green Marketing Forum next week.