Gillette is encouraging the average bloke to improve his shaving regime with its biggest-ever launch of skincare products.

The P&G brand is introducing Gillette Shave Care, a collection of gels, balms and moisturisers intended to educate men about skincare through a simple step-by-step process.

Nathan Homer, brand manager for Gillette said the range was aimed at males who used their partner’s skincare products rather than a range for men. Half of British men used a skincare product [IRI], but fewer than a fifth of those bought a product for men, said Homer.

Gillette has recruited Jason Robinson and Jonny Wilkinson, the England rugby heroes, as campaign ambassadors. The eight-strong range arrives on shelf this week and includes Pre Shave Scrub, Pre Shave Wash (rsp: £4.99) and a Moisturiser with Aloe Vera (rsp £5.99). It will be supported by TV, print and online advertising.