Additional Information


Content

King of Shaves launches 'revolutionary' Hyperglide razor

King of Shaves is squaring up to the likes of Gillette with the launch of a self-lubricating razor called Hyperglide, which eliminates the need for shaving foam, and is promoting the product with a £1m marketing campaign.

King of Shaves: launches its self-lubricating Hyperglide razor today

King of Shaves: launches its self-lubricating Hyperglide razor today

Share this article

The Hyperglide, which has been four years in research and development, and drawn £5m in investment, features a patented water-activated, self-lubricating cartridge.

The product is being officially launched later today at an event in London, with the proceedings streamed live via Shave.com.

Launch marketing includes a viral ad created by agency Tiger’s Eye, as well as print, online, social media and PR activity.

The Hyperglide uses "superhydrophilic" technology to create a lubricating "HydroGel" so that users can "just add water and shave". The technology behind it was originally developed by a UK university for use in the medical device industry.

King of Shaves claims that the Hyperglide’s "smart-cartridge" makes the lube strips typically used by razor manufactures obsolete.

Will King, the company’s founder and chief executive, said: "Launching Hyperglide is an iPhone moment for us. Competitor razors always require a shave prep – gel, foam or cream – to deliver a comfortable and close shave; whereas with Hyperglide, water does the hard work.

"I view our competitors as stuck in the ‘mechanical button phone’ era – pressing on with the old, whilst we pioneer the new. It’s taken four years and £5m investment to develop and perfect this technology, which is a genuine shaving world first."

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Beer monsters External website

by Greg Taylor, 21/11/2014

 

Today’s the Day External website

by Lindsey Clay, 21/11/2014

 

Back to top ^