Wilkinson Sword is adding three new products to the Quattro range next month in a bid to rejuvenate the shaving market.
Quattro Titanium Precision Body (rsp: £9.99), is an electric body hair trimmer for men. For women it is launching Quattro for Women Bikini (rsp: £9.99) and Intuition Plus Pomegranate razors (rsp: £5.69). The razor category recorded a 2.6% drop in sales to £297m last year, with Gillette’s Mach3 falling 13.7% to £62.7m [Nielsen 52w/e 3 October 2009], though Wilkinson Sword’s Quattro jumped 44% to £29.5m.
Recession has brought mixed fortunes for the category. “Women are using home hair removal rather that paying for salons, but the male market is in slight decline because Gillette has such a big share that when it’s not in growth, it affects the whole category,” said Wilkinson Sword category development controller Simon Spicer.