Bulldog shower gel

The oversized bottles ‘cut down packaging per wash’

Fast-growing Bulldog Skincare for Men has significantly ramped up its presence in body care with a sustainable range of large-format shower gel in a fully recycled plastic bottle.

The NPD was aimed at “men that care about their impact on the world” said the British male grooming brand, which last year saw its core skincare range hit the £10m value mark in grocery following a 17.4% surge in sales [Nielsen 52 w/e 8 September 2018]. “Showering is a key part of a man’s daily regime, but until now, men have had to compromise when it comes to the product they use in the bathroom.”

The lineup is “environmentally conscious and vegan-friendly” – meaning it contains no animal-derived ingredients commonly found in other shower gels. These include the likes of honey, lanolin, lactose and gelatin.

Bulldog’s quartet uses “naturally derived” cleansers and fragrances, and comes in a 100% post-consumer plastic bottle. At an “oversize” 500ml (rsp: £4.50), it would “cut down on the amount of packaging per wash” the brand said.

Original, Lemon & Bergamot, Peppermint & Eucalyptus, and Vetiver & Black Pepper will roll out in mid-February exclusively to Sainsbury’s. They will double the number of Bulldog’s body care SKUs, which currently comprise shower gel (200ml), body wash (250ml) and a roll-on deodorant. The brand intends to keep the smaller-format gel. “We’re giving customers more variety in fragrances and a bigger pack for those that want it,” it said.

The launch comes after Bulldog – owned by Wilkinson Sword maker Edgewell Personal Care – made its debut in razors last summer with the launch of the environmentally friendly Original Bamboo Razor. It featured a water-resistant handle made from bamboo, rather than plastic, and comes packed in a recycled cardboard carton.