Edgewell Personal Care has broadened its Wilkinson Sword male grooming portfolio with the addition of three pre-shave and post-shave lines.
The NPD comprises Shave Foam (rsp: £3/200ml), which promises to lift hairs “for a closer shave and enhanced razor performance”, Shave Gel (rsp: £3/200ml) designed to “protect the skin for a smooth and comfortable glide”, and After Shave Lotion (rsp: 5/100ml), which “helps soothe sensitive skin after shaving”.
In green and matte black packaging, the products are dermatologically tested, alcohol-free and feature skin-friendly ingredients such as pro vitamin B5, vitamin E and argan oil.
The new range “directly addresses key purchase drivers for men seeking pre and post-shave products to address skin-related issues such as getting a closer shave, skin irritation and comfort, while offering these solutions at an accessible price point”, said Edgewell.
“Currently, 42% of UK men use inadequate prep – or none at all – and 67% of shaving prep users are over the age of 45. As a trusted expert in the category, Wilkinson Sword is well-positioned to boost penetration by recruiting younger customers.”
The lineup is now rolling into stores including Tesco and Superdrug. In Tesco, for every two new Wilkinson Sword Shave Gels purchased, an additional product will be donated to charity In Kind Direct to tackle hygiene poverty.
Wilkinson Sword will use its new ‘Prepare, Shave, Care’ messaging in select retailers to highlight the full regime it offers – using free-standing units, branded product trays and PoS media.
“Using quality shave prep and aftercare products is essential for a close, comfortable shave, yet often men overlook this vital step,” said Euan Condron, senior brand manager at Edgewell. “The challenge for the category is to simplify the routine and highlight its value, encouraging more men to enhance their shaving experience.
“With centuries of expertise, Wilkinson Sword’s new grooming range is a natural evolution of its legacy, designed to meet the needs of the modern man,” he added. “We are excited to offer a complete grooming experience that delivers performance, sustainability, and skincare, ensuring every shave is smooth and effortless.”
Wilkinson Sword received a major makeover last year, rolled out plastic-free, sleeker packaging with messaging that centred on blade quality. It was backed by ad campaign ‘The Blade Masters since 1772’, which featured three comical adverts starring a new character called The Blade Master.
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