Wilkinson Sword has claimed a first for razors - an ‘all in one’ styling tool with built-in trimmer.

The Hydro 5 Groomer rolls into Tesco this week, and into the other mults over the next two months (rsp: £14.99 and £9.99/four-pack of blades).

The Groomer was made with patented technology that enabled it to shave, trim, edge and hydrate, removing the need for multiple attachments, said regional product manager Hayley Napier.

She predicted it would generate £6m in first-year sales. The Hydro 5 portfolio grew 9.7% year on year to £11.6m [SIG 52 w/e 12 July 2014].

Wilkinson Sword is supporting the NPD with a £5m push from the beginning of September.