King of Shaves in anti-acne shaving line for teens
King of Shaves is launching a shaving gel designed specifically for teenage boys who are just starting to shave.
KUth, which will be rolled out at the end of the month, includes a
number of antibacterial ingredients to help combat teenage acne. The
company claims it is the first shave gel aimed at this group.
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A microsite, www.myku.co.uk, will support the launch of the range, which
comprises face wash, shave gel and moisturiser. The site features a
chatroom, a magazine, music reviews and games. It will also feature a
forum to which users can upload their own pictures and videos.
The KUth branding and strapline, 'For skin that acts up', were developed
by pupils at the school attended by King of Shaves founder Will King; 5%
from its sales will be ploughed back into the Suffolk school.
The launch follows King of Shave's expansion this year into the
fragrance sector with a range of perfumes for both men and women
(Marketing, 14 March). The company is also weighing up whether to enter
the razor sector.
King of Shaves ran its first television advertising last June. The
activity, which was created by Big Communications, featured Chelsea and
England football captain John Terry, who has been signed up as a brand
ambassador until the end of next year.
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