Wilkinson Sword to spend record £20m marketing new razor

Wilkinson Sword, the shaving brand, is set to launch its latest razor with its biggest marketing spend yet.

Wilkinson Sword: to spend £20m marketing Hydro razor
Wilkinson Sword: to spend £20m marketing Hydro razor

The company is launching Hydro, a new razor for men, with a £20m marketing push by JWT, covering TV, print and digital advertising.

The new razor claims to introduce "revolutionary" technology, including a gel reservoir to hydrate skin during shaving, and new skin guards to help prevent skin getting trapped between blades.

Karen Williams, senior product manager at Wilkinson Sword, said: "Wilkinson Sword is dedicated to look for new ways to drive value in the male-grooming category.

"The launch of Hydro demonstrates how we are harnessing consumer trends, driving innovation and making the category more relevant and exciting for consumers. This demonstrates our strong commitment to continue to grow sales for our retail partners."

Wilkinson Sword has enjoyed a sales growth of 2.5% within their male systems category over the past 12 months. The company is hoping to emulate the Hydro razor’s success in the US, where the product became for a few weeks the top male system handle on the market.

The razor comes with three or five blades, costing £5.99 and £7.99 respectively.

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