Wilkinson Sword is extending men’s brand Hydro with a new razor aimed at women.
Rolling out next month, Wilkinson Sword Hydro Silk - which is already available in the US - contains a water-activated serum designed to help replenish the skin’s natural moisture (rsp: £9.99 and £8.49 for a three-pack of replacement blades).
The serum had been designed to moisturise for up to two hours after shaving, said the company, which launched an environmentally-friendly razor range for women in January under its Intuition sub-brand and also sells the Quattro for Women and Quattro for Women Bikini ranges.
Squaring up to Procter & Gamble’s Gillette Venus in the female shaving category, Hydro Silk is being launched alongside new male razor Hydro 5 Power Select, with the two products supported by a combined £15m push, including TV, print and digital activity.
Hydro 5 Power Select (rsp: £12.99 and £9.99 for a four-pack of replacement blades) was the only power razor with three levels of vibration and would give the “ultimate in shave comfort”, claimed Wilkinson Sword.
Hydro 5 Power Select and Hydro Silk had “enjoyed an exceptional launch” in the US, said marketing manager Sarah Wood. “The razors have added significant value to the category stateside and we feel confident the same will be the case in the UK market,” she added.
Sales of Hydro have grown 2.9% year-on-year by value to £12.6m [Nielsen 52 w/e to 13 October 2012].