Edgewell’s shaving brand Wilkinson Sword has moved into the male grooming category with the launch of a new pre- and post-shave grooming range.
With centuries of experience in blade making, the brand noted that the £46m shave prep market presents the opportunity for it to drive innovation and growth. Currently, 42% of UK men use inadequate prep – or none at all – and 67% of shaving prep users are over the age of 45. As a trusted brand in the category, Wilkinson Sword stated that it is well-positioned to boost penetration by recruiting younger customers.
The new range addresses key purchase drivers for men seeking pre- and post-shave products to address skin-related issues such as getting a closer shave, skin irritation and comfort.
Wilkinson Sword’s prep products are dermatologically tested and alcohol-free, with ingredients that care for sensitive skin, including Pro Vitamin B5 (shaving foam and gel) and Vitamin E and Argan Oil (after-shave lotion).
The range includes Shave Foam (200ml) – RRP £3.00, Shave Gel (200ml) – RRP £3.00, and After Shave Lotion (100ml) – RRP £5.00.
The range packaging boasts a green and matte black colour scheme, with the aim of strengthening Wilkinson Sword’s brand identity across its product range and boosting visibility on shelf.
Euan Condron, Senior Brand Manager at Edgewell Personal Care, said: “Using quality shave prep and aftercare products is essential for a close, comfortable shave, yet often men overlook this vital step. The challenge for the category is to simplify the routine and highlight its value, encouraging more men to enhance their shaving experience.
“With centuries of expertise, Wilkinson Sword’s new grooming range is a natural evolution of its legacy, designed to meet the needs of the modern man. We are excited to offer a complete grooming experience that delivers performance, sustainability, and skincare, ensuring every shave is smooth and effortless.”
The range is rolling out in stores now and is currently available from Tesco and Superdrug.
Wilkinson Sword will be using its new ‘Prepare, Shave, Care’ messaging in select retailers to highlight the full regime it now offers. This will include free-standing units, branded product trays, and POS media.
To educate consumers on the importance of a proper shaving routine, the brand will also collaborate with leading British influencers and invest in paid social campaigns targeting younger shavers, ensuring visibility and engagement for the new range.