The launch of Hydro follows Procter & Gamble’s launch of its Gillette Fusion ProGlide series in the UK earlier this month.
Wilkinson Sword claims that the launch is a “world first” putting “skin care at the heart of shaving”.
The “revolutionary” shaving range includes five and three blade versions, which the razor maker says offers men “a good alternative at a value price point”.
The Hydro range also includes Wilkinson Sword’s first entry into the pre and post shave skincare category with four shaving gel products and one after shave balm.
Wilkinson Sword says that the £20m marketing push is its biggest ever support package for a UK launch. It will include television, print and digital activity.