King of Shaves uses new range to muscle in on Gillette Fusion

King of Shaves (KoS) is rolling out a new premium shaving care range to encourage consumers to use its products as a partner to the new five-blade Gillette Fusion rather than the manufacturer’s own skincare range.

KoS plans to muscle in on the market leader’s dominance of the shaving market following the arrival of its Fusion platform in the UK with the launch of its new K2 Skinvestment Series.

The new collection of shaving and skin care products will be rolled out exclusively in Boots stores next month. The range, comprising a primer, shave gel, shave serum, post shave moisturiser, sports moisturiser containing SPF and eye cream, will retail from £7.99 to £15.99.

Will King, founder of KoS, describes the new product range as a “natural partner” for the new Fusion razor.

“K2 is in a different league of performance to Gillette’s Fusion shaving software and skincare. This is very much next generation stuff,” King says. “It is crazy to use a conventional shave foam or gel with a product like Fusion.” Gillette declined to comment.

The move is being supported by a consumer public relations campaign which includes a launch event hosted by Chelsea and England star John Terry, who was unveiled as the face of the brand in April (MW April 27).

King says the brand aims to build on its “Be a King” theme, established by London-based agency Big Communications during KoS’ TV campaign earlier this year, and will support the K2 launch with print ads to follow the in-store rollout.

KoS, owned by KMI, is second behind Procter & Gamble’s Gillette in the UK male pre-shave market, and third in the UK male skincare market behind Nivea’s Beiersdorf and L’Oreal’s Men Expert.

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