King of Shaves razor gains listings in Tesco and Superdrug
LONDON - King of Shaves is taking its battle against market leaders Gillette and Wilkinson Sword to the next level after gaining listings for its new Azor razor in Tesco and Superdrug.
The innovatively-shaped razor is already sold in Sainsbury's and Boots and a deal with Morrisons is expected later this year. The product, designed and manufactured in Britain, was launched in July. Its move into Tesco and Superdrug stores is being accompanied by a promotion offering £1 off to drive purchase.
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The brand will be promoted by an outdoor campaign in London and South East as it competes for a slice of the £315m annual sales of razors in the UK.
The Azor is being sold in two styles, with limited-edition colours being planned for 2009.
King of Shaves, Azor
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