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.
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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