Wilkinson Sword

Wilkinson Sword has launched a ‘revolutionary’ razor cartridge based on technology it claims surpasses the ‘outdated’ lubrication strips designed to combat irritation.

The cartridge, which will be rolled out across Wilkinson Sword’s Hydro portfolio from the beginning of next month, features upgraded ‘gel pools’ that deliver an 80% increase in gel surface area to improve glide and protect from irritation. It will be joined on shelf by Hydro 5 Sensitive, the brand’s first five-blade razor (rsp: £9.99).

The cartridge, in development for five years, provided a modern take on the “outdated lubrication strips”, said marketing manager Lucy Oxley, who claimed the launch would “raise the game” in the shaving category.

“Our activated gel system creates a much more viscous lubricating substance than one or even two lubrication strips can provide,” said Oxley.

She estimated the NPD would generate £3m in incremental sales in its first year by tapping into the 41% of men who, she claimed shaved less due to “irritation concerns”.

Wilkinson Sword, the second-biggest shaving brand behind Gillette, will be hoping the new cartridge helps stem category value decline of 1.3% to £64.9m [Nielsen 52 w/e 10 October 2015].