King of Shaves plans first fragrance range

by Melanie Godsell, Marketing 14-Mar-07

King of Shaves is to extend into the fragrance sector next year with the creation of perfumes for men and women.

The company has briefed its agencies about the launch; names for the
line are still in development. King of Shaves is understood to be
working with Bulletproof Design on the project. Rival Pearlfisher was

responsible for a pack redesign that was introduced last November.

The development of the fragrances continues a recent surge in NPD by the
firm. This month it is launching a sub-range of shave gels and serums
called Ultragel ULX, which it claims helps to restore the skin's natural
pH level after washing.

The company, which launched in 1993, is also considering entering the
razor sector.

King of Shaves ran its first TV ads through Big Communications in June,
after appointing the agency in April. The ad featured Chelsea and
England captain John Terry, who was signed as a brand ambassador in a
£1m deal in April and will remain the face of the brand until the
end of the Euro 2008 tournament.

The execution showed Terry looking in the mirror and giving himself a
pep talk. The endline was 'Be the best you can. Be a King'.

Bulletproof Design declined to comment.