Male grooming company King of Shaves is to launch a range of magnetic shaving gels as part of its challenge to market leader Gillette in the shaving preparations market.
The company plans to launch the first product in the “Magna-gel” range of shaving products in September, with more slated for release later in the year. The products will contain a “micro-magnetic” formula, which King of Shaves claims will attract the metal in the razor blade to ensure a closer shave.
The range will be positioned at the premium end of the shaving market. King of Shaves marketing director Quentin Higham says the launch marks the “next generation” of shaving products.
The range is the latest in a string of innovations from King of Shaves. Last year, the company launched a mass-market cosmetics range called XCD (MW July 10, 2003). King of Shaves also plans to launch a razor blade range called King of Blades, as revealed in Marketing Week last year (MW September 4, 2003).
Advertising for King of Shaves is handled by Big Communications, while media is through BLM Media.
King of Shaves also faces renewed competition from PZ Cussons, which is to relaunch its Original Source range of shaving preparations this summer with new variants such as ginger and lavender and tea tree shaving foams.