The KMI-owned brand has appointed design agency Pearlfisher to develop the packaging, which will be rolled out next year across its men's shaving and skincare ranges, as well as its women's lines.
The appointment is the first time King of Shaves has used an external design team.
"We want to provide a more coherent approach across our products," said King of Shaves commercial director Quentin Higham.
The redesigned packaging is intended to simplify labelling and improve standout and cross-selling of the skincare and shaving ranges.
The Fish and Ted Baker brands, also produced by KMI, will be unaffected.
The male grooming sector grew by 27% in the year to July 2005, according to TNS Superpanel. Research firm Keynote predicts that the sector's value will grow from £500m to £632m by 2007.
Separately, Higham is to leave KMI next month to become the joint managing director of Jam Design and Communications. The agency's clients include Audi, BP, Powergen and Unilever.
Higham has spent the past three years at KMI and has been instrumental in growing its sales.
Higham's previous roles include marketing director at Coty International, brand director at Swatch UK and head of marketing at Revlon UK.
KMI chief executive and founder Will King will take ultimate responsibility for marketing after Higham's departure.
A number of marketing and sales executives will be recruited to take over Higham's day-to-day roles.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
