Cosmetics Design caught up with King of Shaves founder and CEO Will King who was speaking at the recent in-cosmetics show in Barcelona about the slumbering giant that is men’s toiletries – and how to awaken it.
King explained that the men’s care market is not growing as fast in the developed markets such as the US, Canada and Europe. Also a large percentage of the market is taken up by body washes, deodorants and other essentials.
“In order to reach men with skin care and anti-aging products, language is the holy grail,” explained King.
“Men are relatively relaxed when it comes to skin care, so we need to adopt a new approach designed to engage men.”
One of the ways to engage the consumer is social media as it is a conversational method allowing for dialogue. Having utilized platforms such as Twitter, King states it is a great way to get feedback and ensure you are reaching the consumer and meeting their needs.
King of Shaves has also launched its unique online subscription service offering three razor blade cartridges for just £3 a month, to challenge the global shaving giants and offer consumer savings.