UK shaving brand Wilkinson Sword is moving into the male grooming category with the launch of its new pre- and post-shave range.

As the longest-standing shave brand in the UK (250 years’ experience in blade making), it said the £46 million shave prep market “presents the perfect opportunity for Wilkinson Sword to drive innovation and growth”.

It also said the move into the sector is prompted by research showing that 42% of UK males use inadequate or no shaving preparation and that 67% of prep users are aged over 45… “[so] Wilkinson Sword is well-positioned to boost penetration by recruiting younger customers”.

The new range directly addresses key purchase drivers for men seeking products to address skin-related issues such as getting a closer shave, skin irritation and comfort, while offering these solutions at an accessible price point.

The range, which features Shave Foam (200ml, RRP £3), Shave Gel (200ml, RRP £3), and After Shave Lotion (100ml, £5), comes packaged in a sleek green and matte black colour scheme “strengthening its brand identity across its product range”.

As is expected these days, the products are dermatologically tested and alcohol free, while ingredients include Pro Vitamin B5 (shaving foam and gel) and Vitamin E and Argan Oil (after-shave lotion).

The range, which is phasing into stores now and is currently available at Tesco and Superdrug, will be using the brand’s new ‘Prepare, Shave, Care’ messaging in selected retailers to highlight the full regime it now offers, including free-standing units, branded product trays, and POS media.
 
The launch follows the brand’s major relaunch last year with a high-impact ‘The Blade Masters since 1772’ campaign.