Will King, the founder and chief executive of the male skincare company, revealed to Marketing that he plans to launch a razor within three years. He has spent 18 months in the US researching the shaving hardware market and razor patents.
The company plans to challenge the marketing and distribution muscle of Gillette's Mach 3 Turbo and Wilkinson Sword's Quattro.
The shaving hardware market is one of the best-performing in the toiletries sector. Between 1998 and 2003, it witnessed nearly 40% growth according to Mintel, and is worth £208m.
Gillette is market leader in the UK with a market share of 84.3%, according to Information Resources.
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