Stelios Haji-Ioannou, the founder of the EasyJet, EasyCar and EasyInternetcafe brands, told Marketing he is in advanced talks with retailers about the manufacturing and distribution of the products for 2005.
It will be the first foray into branded consumer products for a group that has made its fortune from low-cost services businesses.
The Easy4men toiletries range will include shaving foams, shower gels, shampoos and other skincare products and is likely to be packaged in the distinctive orange-and-white colours of other EasyGroup ventures.
"Think of Gillette as British Airways," said Haji-Ioannou. "Our range will be approximately 40% cheaper than Gillette."
Haji-Ioannou admitted that male toiletries was the "last brand extension you would expect" from EasyGroup. However, he said: "I believe there is an opportunity in this market. We are the consumer champion and we reduce the cost of goods and services to customers. There are those in this field who believe EasyGroup's no-frills toiletries will sell."
EasyGroup said Easy4men would be a mass-market grooming range, positioned as a no frills, non-elitist brand suitable for all men.
The UK male cosmetics market grew from £400m to £417m between 2002 and 2003, according to IRI.
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