Edgewell-owned shaving range Wilkinson Sword has rebranded to “breathe new life” into the category.
The move includes a new brand positioning – called ‘The Blade Masters since 1772’ – as well as new packaging, communications, and a more modern look.
Wilkinson Sword noted that as the longest-standing shave brand in the UK, it is primed to lead category recovery efforts by encouraging more men to “pursue a masterful shave” with its largest brand investment in recent times.
The razors and blades category has been in long-term decline, but the company believes opportunities still exist to drive growth.
Wilkinson Sword is aiming to recruit more men, encourage them to shave more often and choose products that offer better performance and care by putting “pride, value and confidence back into the blade”.
In a departure from what Wilkinson Sword has done before – and from what currently exists within the category – a humorous physical personification of the brand, The Blade Master, will be introduced for the first time this summer in a new above-the-line advertising campaign to break the inertia and “inject fun into the category”.
In-store, Wilkinson Sword is looking to transform the men’s shaving fixture with new packaging to focus on the category’s key performance driver – the blade. The new packs eschew complex language to highlight key product attributes, quality and performance cues at the fixture.
Wilkinson Sword will be using the rebrand to promote its Hydro range, its highest-performing master blade for everyday use. The product features unique hydrating pools that moisturise the skin and smooth the passing of five carbon-coated blades to achieve the closest shave while preventing redness and irritation.
Euan Condron, Brand Manager at Wilkinson Sword, said: “Men’s shaving needs a rethink, and the category is never going to grow if we maintain the status quo. As the longest-standing brand in the category, no one knows blades better than Wilkinson Sword and so we feel a sense of responsibility to intervene and do something different.
“This rebrand is the most significant in our 250-year history and we have taken the brand in a bold new direction we feel confident will re-engage younger consumers and facilitate long-term, sustainable growth.”
An above-the-line advertising campaign is launching today, and the new pack designs are rolling out into stores now.
