BEAUTY CARE

King of Shaves returns to U.S. market with new Hyperglide razor

BY Antoinette Alexander

NEW YORK — After a two-year hiatus, U.K.’s King of Shaves is back in action and ready to change the manscape of the industry with its new launch Hyperglide razor now available at Target and Target.com.

After four years of research and development, the brand has unveiled the “just add water” razor. It features a water-activated, self-lubricating cartridge that creates its own HydroGel, allowing the user to shave by just adding water. The innovation was originally developed by a U.K. university tech spin-out for use in the medical device industry to aid the easy insertion of catheters into arteries with minimal invasive friction.

“Launching Hyperglide is an iPhone moment for us,” stated founder and CEO Will King. “Competitor razors require a shave prep — gel, foam or cream — to deliver a comfortable and close shave whereas with Hyperglide, water does the hard work. I view our competitors as stuck in the ‘mechanical button phone’ era — pressing on with the old, while we pioneer the new — ‘just add water and shave.’ It’s taken four years and a $8.2 million investment to develop and perfect this technology, which is a genuine shaving world first.”

The new King of Shaves Hyperglide launched in January and is priced at $12.49 for a handle with one cartridge and $12.49 for a three-cartridge replacement pack.

 

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W.KING says:
Mar-01-2014 03:15 pm

We are DELIGHTED to be back in the USA. Having been there since 2000 courtesy, Target, followed by listings with CVS/pharmacy, Duane Reade et al, our hiatus between 2011-13 was really upsetting for us, following the fall-out in what we'd hoped would be a great distribution partnership. We look forward to rebuilding our brand with drugstore chains nationwide, and full details on KoS and the USA can be found at shave dot com forward slash USA. Thanks for your support, Will King.

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Sally Hansen names nail artist Madeline Poole global ambassador

BY Antoinette Alexander

NEW YORK —Sally Hansen has signed nail artist Madeline Poole as global color ambassador, Trend Expert and artistic adviser.

As part of the collaboration, Poole will help set the artistic direction for a new generation of modern nail looks and collections with her fashion-forward vision on a worldwide basis. In addition, she will create the nail looks for Sally Hansen’s exclusive nail sponsorship with Stella McCartney Collections in 2014. 

Sally Hansen tapped the up-and-coming nail artist for her expertise in nail color and trends, cool factor, social media following and reputation for creating nail looks with a creative edge.

This creative collaboration will allow the Sally Hansen brand to integrate Poole’s innovative designs into the brand advertising, promotion and digital campaigns, the company stated. 

"We are very excited about the new partnership between Sally Hansen and Madeline Poole, and feel that it has huge potential. As one of the most talented and recognized nail artists in the industry, Madeline will play an important role in ensuring that Sally Hansen continues to be seen as globally relevant, fashionable and cool,” stated Renato Semerari, president of Coty Beauty.

"I am delighted that Madeline Poole will be partnering with Sally Hansen, especially at such an exciting time in the brand’s development," added Johanna Businelli, SVP color cosmetics at Coty Beauty. "At a time of extraordinary worldwide growth for Sally Hansen, Madeline’s on-trend and creative designs will help elevate brand image, recruit new younger consumers and excite the retail trade."

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Fresh Kidz deodorant for tweens hits U.S. market

BY Antoinette Alexander

NEW YORK — U.K. company Kind2Skin has entered the U.S. market with a new line of deodorants designed just for tweens.

“With the age of the onset of puberty continuing to fall, there is a substantial need for a collection developed exclusively for the five million 8- to 14-year-olds in the U.S. with over 50% of kids experiencing puberty before the age of 10,” stated Rochelle Diaz, COO of Kind2Skin USA.

Kind2Skin USA is launched Fresh Kidz with 1,500 doors out of the gate and expects to be in 4,000 to 8,000 doors by summer. Sales projections for the brand are slated at $1.8 million by the end of 2014 and 9.8 million by the end of 2016.

The products are currently available at Meijer, select Whole Foods, Giant, Stop & Stop and Amazon.com.

Premiering in Boots in the U.K. about a year ago, the Fresh Kidz range is free of harmful aluminum, drying alcohol and parabens. The formula can be used on all skin types and is also suitable for vegans.

The Fresh Kidz deodorants are dermatologically tested and are not tested on animals. Each SKU — one for boys and one for girls — is priced at $4.99.

 

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