Behind The Brand: King of Shaves

With so many products and brands out there, it’s no wonder this booming grooming industry can at times be a bit of a mine field. In an effort to help make a bit more sense of a market that’s growing by the day – I’ll be writing a collection of ‘Behind The Brand’ articles to give you guys the brand information that you can’t fit on the back of a tube of face cream. Typically men are very brand loyal consumers, (which is possibly why the progression into quality grooming can be a bit of a slow one for some) and once we find a product, brand or service we like or believe to work – we tend to stick to it. My aim for these articles isn’t to try and force you to change brand loyalties (as we all have different preferences/requirements/budgets) but to give you all the information with which to make up your own mind. First up to the plate is shaving/skincare brand King of Shaves?

About King of Shaves

Created in 1993 in founder Will King’s kitchen, King of Shaves is now the second largest brand of shaving software in the UK, and one that’s developing a large following and powerful retail presence that’s threatening to break the stranglehold that Gillette/Wilkinson Sword have on the shaving market.

Born (as so many men’s brands are) from the founder’s dissatisfaction with the products available, King of Shaves was developed principally to help combat shaving discomfort with the release of one lonely shaving oil. Fast forward 17 years and you’ve got a full range of shaving and skin care products sitting behind the ‘Azor’ – an innovative razor that promises to give ‘The World’s Best Shave’ – and a spin-off women’s range (Queen of Shaves) to match. Quite a rise to success I think you’ll agree.

So where do King of Shaves sit in 2010? Last week saw the release of the new King of Shaves ‘Shave Sexy’ advertising campaign – which has caused a bit of a stir to say the least. Featuring Diane Wood, the world’s most famous female professional Master Barber as ‘Barbarella X’ and King of Shaves latest razor, the new Azor M, the ad showcases the quality of King of Shaves products, alongside A LOT of provocative shots of Miss Wood.

New Advert

New King of Shaves ‘Shave Sexy’ Advert:

As you can see, the ad lives up to its name in an attempt to be ‘sexy’ and has caused a few ripples in the online community. At the time of writing the advert is condemned to an 18+ status on Youtube, and message boards are buzzing with opinions both good and bad. This all boils down to the fact that King of Shaves are trying to make a lasting impression on us – the consumer – and in the most part it seems to be working.

Whatever you think of the new ‘Shave Sexy’ campaign – there’s no denying that it has further raised the profile of the brand. What’s that old saying? There’s no such thing as bad publicity (just ask multi-millionaire Katie Price). And fair play to them I say, I much prefer to see the ‘Shave Sexy’ advert than I would the smug face of Mr Henry, Woods or Federer ambush unsuspecting guys in their bathrooms to sell over priced blades (I’ll put my claws away now).

If you’ve got any thoughts about the new ad campaign – good or bad, please do leave your comments below the article.

Brand Philosophy

After 15 years of research, development and innovation King of Shaves has developed a three stage Prime, Shave, Protect daily face care regime will help you to keep your skin fresh and healthy whilst minimising the trauma and irritation your face experiences when shaving. It’s pretty basic skincare stuff to most guys already interested in grooming, but if you’re a newcomer to skincare (which I’d say covers still covers a large proportion of men) – this three step regime is really helpful base.

Prime:

King of Shaves Prime Range

Like so much in life, good preparation is the key to a good finish and a great shave is no different. To keep your skin in optimum condition and to get the best results from your shave you need to prime (or prepare) your stubble before shaving.

Prime Products:

  • KING OF SHAVES DEEP CLEANSING FACE SCRUB (75ML)
  • KING OF SHAVES DEEP PORE CLEANSING FACE WASH (75ML)
  • King of Shaves Antibacterial Face Wash 100ml
  • King Of Shaves Antibacterial Face Scrub
Shave:

King of Shaves Shave Range

Remember, lots of lather does not equal a good shave – foam sitting on top your skin does nothing so move on and use King of Shaves low-foam shaving software (shaving gels, oils and serums). Spend some time thoroughly massaging your chosen product into your beard and let the steamy environment of the bathroom further soften and lift the bristles for the perfect shave platform.

Shave Products:

  • KING OF SHAVES ALPHAOIL SHAVE OIL - SENSITIVE SKIN (15ML)
  • KING OF SHAVES ALPHAOIL SHAVE OIL - COOLING MENTHOL (15ML)
  • KING OF SHAVES ALPHAGEL SHAVE GEL - SENSITIVE SKIN (175ML)
  • KING OF SHAVES ALPHAGEL SHAVE GEL - COOLING MENTHOL (175ML)
  • KING OF SHAVES AZOR ADVANCED SHAVING GEL - COOLING MENTHOL (150ML)
  • King of Shaves Kinexium Shave Oil 20ml
  • King Of Shaves Azor Sensitive Unfragranced Shave Gel 200ml
  • King of Shaves AlphaGel Shave Gel Anti-Bacterial 150ml
Protect:

King of Shaves Protect Range

Rinse your face thoroughly with cool water and pat dry (don’t rub), then apply a post shave moisturising product such from the King of Shaves range to protect, moisturise and revitalise your skin leaving it non-greasy, supple and smooth – not dry and tight.

Protect Products:

  • King Of Shaves K-24 SPF8 Moisturiser
  • King of Shaves K-24 Moisturiser 100ml
  • KING OF SHAVES MEN'S SPF8 FACIAL MOISTURISER (75ML)
  • KING OF SHAVES FACE BALM (75ML)
The ‘Azor’

King of Shaves Azor Range

The Azor is to King of Shaves what Wayne Rooney is to England – the one with the most potential, the most expectation and the one everything centres around – the superstar. The pinnacle of Will King’s shaving revolution, the Azor comes in 4 varieties: Warp Black, Pola White, S Sensitive, and the new and improved Azor M.

According to King of Shaves, the Azor “shaves better because it bends”. Combining shaving comfort and performance with design and style, the Azor delivers the “World’s Best Shave”, without the expense of many of its competitors – one of the key selling points that sets it apart from Gillette and Wilkinson Sword.

The unique flexible hinge incorporates our “Bendology Technology” which allows the Endurium coated super long-lasting blades to shave at optimum pressure against the skin whilst the large soft rubber ‘bumper’ helps reduce risk of unwanted nicks and lifts stubble for a smoother more comfortable shave. The Azor’s uniquely patented wishbone-shaped head design provides greater visibility when shaving and the ergonomically designed, lightweight handle is engineered for comfort, effortlessly following every contour and curve of your face.

This all sounds great, but at the end of the day we need this sales talk to turn into results – which if you speak to anyone who’s tried the Azor, it does largely live up to its billing. There are two reasons I think the Azor is bound for success; Firstly it’s price, with both of the initial razor, then replacement blades cheaper than its competitors by a country mile, and secondly the quality you get for that price. Sure there are other razors around which cost the same, but you’d be hard pushed to find something that matched up to the quality (and maybe even surpasses) a Fusion or a Wilkinson Sword at that price.

  • KING OF SHAVES AZOR S SENSITIVE SYSTEM RAZOR (2 CARTRIDGES)
  • KING OF SHAVES AZOR HYBRID SYNERGY SYSTEM RAZOR - WARP BLACK (2 CARTRIDGES)
  • KING OF SHAVES AZOR TRAVEL SET (2 PRODUCTS)
  • KING OF SHAVES AZOR HYBRID SYNERGY SYSTEM ENDURIUM RAZOR BLADES (4 PACK)
  • King Of Shaves Azor M metal razor
  • King of Shaves 8 Pack Replacement Blades
What’s Next?

Building on his phenomenal success, Will King has just announced that he’ll be launching ‘Kings’ – a stylish men’s range championing classic British style with a contemporary twist, designed to keep you always impeccably groomed with hair, body and skin care essentials.

The products reflect a timeless English panache coupled with the desire to do things differently, whilst retaining a focus on quality and elegance and are available exclusively in Boots stores from August 2nd with prices starting at ?2.99.

Kings Grooming Range - Launching August 2nd 2010

Still Want More?

In an attempt to drive brand awareness and create a shaving community, Will King personally updates King of Shaves social media output – so if you regularly use Twitter, Facebook, Flickr or Youtube, it’s well worth checking out the King of Shaves pages.