Consumers will be able to buy the razor for half price this month only. It will take the price of a starter pack, which includes the hand-held razor and two refills, to around £3.10 instead of the usual £6.19.
The promotion, which doesn’t include refill packs, is currently being supported by radio ads, while TV ads are scheduled to break for two weeks from Monday (August 18).
Instore support includes floorstands, gondola ends and clip straps, as well as flyers and leaflets in some retailers.
The brand, the latest razor in its portfolio, was developed over a four-year period and features anti-friction blades, ‘protective microfins’ and an easy-hold grip.