The Knowledge Issue 13 v1 - The King of Shaves Company Ltd

SINCE 1993
13
theknowledge

CHAIRMAN’S STATEMENT
In the last issue of the knowledge I mentioned new product development as being
central to the further growth of KMI and to the overall markets we are involved
in. In this issue you can see some of the results of the NPD that has been going
on over the last 12 months...
In the King of Shaves line up we have the highly technical
MagnaGel MME product which will be in stores from October
2004. The King of Shaves AlphaGels have become best sellers
in the UK and the US, and are widely regarded as the best
shave gels available in the world. This new MME technology further
reinforces the lead King of Shaves has in terms of shaving
products know-how.
For Ted Baker there was the highly successful launch of Second
Skin (in stores now) and the new Colour Cosmetics products
which are also now available in Ted Baker stores.
Looking forward, more products will be forthcoming not only in
men’s ranges but also in the female market. King of Shaves
Woman, the UK’s number two shave prep brand, will be relaunched
and extended early next year. Considerable time and investment
has been spent in improving formulations, upgrading packaging
and enhancing designs. So much so, that the early retailer indicators
are that we have got another big winner on our hands. Watch
this space…
Although not over yet, 2004 has been an excellent year
for KMI and we look forward to another great year in
2005. Like all enterprises, KMI faces competition in its
chosen market, mainly from very large multi-national
companies. However, the continued flow of new
products and the strong performance of existing ranges
will provide the growth and dynamism to keep KMI
competitive.
Much of what has been achieved throughout 2004 and
what will be achieved in 2005 can only be done by
KMI in partnership with suppliers, customers and other
business partners. They are essential to us for our
growth and we thank them for their continued contribution
to our business.
Existing King of Shaves products continue to sell strongly and our
market share graph (below right) bears this out. King of Shaves has
been selected by Wilkinson Sword to carry free samples of their
Extreme 3 razor in the UK and to carry the Quattro razor in the US.
HITEN DAYAL | CHAIRMAN | HITEN@SHAVE.COM

KING OF SHAVES:
INCREASES SALES
WORDS FROM WILL
I am often told “shaving is a growth business” and it certainly is!
In 1993, we sold just 150 shaving oils; now in 2004, we believe
up to a million men enjoy the King of Shaves each morning.
Innovation, along with performance and exceeding expectations
has always been our bench mark, and we’ve certainly worked hard
in those areas over the past two years, with the introduction of XCD,
the revolutionary MagnaGel MME Shaving Gel and getting into
most US retailers (over 16,000 stores) from scratch.
Our future success will be defined by how unconventionally we
behave, what we believe we can do, and how, and with whom we
are going to do it. Gillette, the undisputed leaders of shaving
hardware, have impressed the market with new product innovation;
it’s now down to us to ensure that if our customer shaves using
their, or a competitor’s hardware, we are the preferred software
partner. Go King of Shaves!
MARKET SHARE (%)
King of Shaves has had another fantastic period and has
remained the fastest growing shave preps manufacturer in the
UK. King of Shaves’ overall market share has grown by 12% to
12.1%, in comparison to a declining market. Since July, King of
Shaves actually has a bigger value share than Gillette Regular.
In the skincare market KOS has grown its value share (9.5%) and
further consolidated its number two position ahead of Simple
(7.9%). Nivea has continued to advertise heavily and grow its
share of the market to over 70%.
As an example, the four retailers Boots, Tesco, Sainsbury’s and Asda
have grown King of Shaves sales by between 15 and 35%.
14
12
10
8
6
4
2
0
1999 2000 2001 2002 2003 2004
SOURCE: IRI DATA.
KING OF SHAVES AND MAJOR UK COMPETITORS’ SALES 1ST JAN 1999 TO 8TH OCTOBER 2004.
NOTE: GILLETTE IS OMITTED FROM THIS GRAPH, THEIR MARKET SHARE IS 57%.
King of
Shaves
Nivea
for Men
Colgate
Palmolive
Wilkinson
Sword
Proctor and
Gamble
WILL KING | FOUNDER & CEO | WILL@SHAVE.COM
FURTHER INFORMATION | QUENTIN@SHAVE.COM
USA REPORT
The USA business is developing rapidly, spreading strategically
into the right retailers, the right media, and definitely into
the right parties! The most recent retailers to bring King of
Shaves on board are Brooks Pharmacy, Kerr Drug, and Meijer.
We are excited to see how the King will ‘command’ their grooming
sections in the months to come.
XCD is also working harder than ever to keep men looking great (not
just OK) and has been rewarded for making head way in this struggle.
The XCD line has been voted a REX (Retail Excellence Awards)
winner by the nation’s drug chain retailers as the best Exclusive
Brand product introduced in 2004! We hope that this will bring more
awareness to XCD, so if there is a sudden spike in exceptionally
good-looking guys strolling around, you’ll know why.
As King of Shaves and XCD gain further recognition in the US,
television shows such as The View (product gift baskets for the
hosts), Extra (celebrity users of XCD), and Fox 5 New York News
(in-store interview with Will King), have featured them in specialised
segments. In the sports arena, King of Shaves made a
courtside appearance during the 2004 New Jersey Nets versus
Detroit Pistons Playoffs as a sponsor – in gift bags, email blasts,
and in game announcements while our logo flashed across the
jumbotron.
We are, as always, confident in the ability of the US business to
continue to succeed in all avenues of growth.
FURTHER INFORMATION | PHIL@SHAVE.COM | WWW.SHAVE.COM/USA

NEW AT KING OF SHAVES
Over the last six months King of Shaves has successfully re-launched
its skincare range and extended its shaving franchise to include the
following exciting and innovative launches:
INTRODUCING THE NEXT GENERATION OF SHAVING SOFTWARE
Magnagel MME (micro-magnetically enhanced) was launched at The Lamborghini
Showroom in South Kensington on Thursday 2nd September. Over 60 beauty editors,
journalists and key industry figures attended the launch. The design and high performance
synergies of the venue were apparent. Will King gave a brief presentation wherein he explained
the rationale and key benefits of MagnaGel MME. MagnaGel’s simplicity and innovation was
quickly understood, with the consensus being that King of Shaves had another smash hit on
their hands.
The new MagnaGel MME heralds a substantial shift in shaving software performance.
It contains micro-magnetically enhanced particles which ‘stick’ to the blade throughout the
shave, delivering an unsurpassed level of lubrication and protection. As well as the revolutionary
micro-magnetic particles, it also contains an advanced version of the King of Shaves’ DDS TM
(dual delivery system), which works at a micro-pore level: Vitamin E and grapeseed oil are
contained in tiny capsules which break when massaged on the skin, delivering a skinperfecting
burst of ingredients to heal and lubricate more quickly and effectively than ever before.
KING OF SHAVES MAGNAGEL MME SHAVING GEL: 175ML, RRP £4.99
THE PERFECT CHRISTMAS ‘PRESENCE’
Everything you need for under-the-mistletoe pulling power, this travel/gym kit (which has plenty
of waterproof storage pockets making it ideal for weekend breaks) includes 50ml versions of
K-1ST Facial Primer and K-XF Facial Scrub to prep the skin before shaving and a
AlphaGel DDS Shaving Gel Natural Unmentholated for the smoothest of shaves.
Follow these with the K-24|8 Daily Use SPF8 Moisturiser (also included) and Christmas
kisses are guaranteed!
KING OF SHAVES TRAVEL SET: RRP £9.99/$14.99
HAVING A SPOT OF BOTHER WITH SHAVING
New King of Shaves Proshave ASC 2 has a unique high tech, Active Skin Cleansing
/Anti-Spot Control, silicone-enhanced formula that provides excellent lubrication to
ensure smooth glide every time you shave. It also creates a protective barrier between
the razor and your face, significantly reducing skin irritation and razor burn.
Whilst you shave, high performance spot-busting ingredients such as Aloe and Vitamin E
actively cleanse and protect your skin, helping to control spotty break-outs and ease acne.
At the same time, Tea Tree Oil, a highly effective natural antibacterial agent, inhibits the
growth of bacteria and prevents the spread of germs, which will reduce the risk of unsightly
infections. So if you have sensitive, problem or acne-prone skin, look no further.
KING OF SHAVES ASC 2 PROSHAVE SHAVING GEL: 175ML, RRP £2.99
SHAVE GREAT, LOOK GREAT!
Between July and October, King of Shaves partnered with Wilkinson
Sword by banding all of its AlphaGels with the Xtreme 3 and Xtreme
3 Beauty disposables. Consumers were able to benefit from a free
disposable three bladed razor with any AlphaGel, which was a
perfect combination for summer breaks.
From September, King of Shaves combined its AlphaGel Shaving
Gel Natural Unmentholated, XCD Defender Facial Moisturiser and
Primer Pre Shave Face Wash with the Wilkinson Sword Quattro
in the UK (exclusive to Boots) and Schick Quattro in the USA
(exclusive to CVS/pharmacy) to give you “The Shave Great,
Look Great” Set.
THE SHAVE GREAT, LOOK GREAT SET: RRP £7.49/$9.99
FURTHER INFORMATION | QUENTIN@SHAVE.COM | WWW.SHAVE.COM
GOING FOR GOLD
In June at the Jubilee Hall in Covent Garden, London, King of
Shaves extended its Young Blades initiative to include a further
seven talented and deserving athletes. Colin Jackson was
delighted to present each participant and winner with a
cheque for £1000 to assist them in achieving their sporting
goals and help them onto Gold in the 2012 Olympics.
THE YOUNG BLADES RECRUITS
We are delighted that Andrew Kennaugh, aged 16 (Tennis),
Gavinder Sidhu, 16, and Prit Sidhu, 14, (both Tae Kwando),
Christopher Hall, 14 (Trampolining), Wade Bennett-Jackson,
16 (Athletics), Jason Smith, 16 and Lauren Baverstock, 14 (both
Judo) have joined our original Young Blade Paul Dazeley.
FURTHER INFORMATION | WWW.SHAVE.COM/YOUNGBLADES
FISH IS FLYING
Fish has enjoyed a significant increase over the past six months in Boots
distribution and now each line can be found in over 800 stores. Not surprisingly
EPOS sales are growing at over 200%+ YOY. Fish’s success can be
attributed to high performance products, a good value proposition, excellent
in-store presence and a brand proposition that means any guy who uses Fish
is getting a little slice of the intangible Soho vibe.
BAD HAIR OR JUST A DODGY BARNET
Fish has designed the perfect solution to help tackle both! The Barnet Box with
limited edition Beanie, packed with all your hair care essentials, Jellyfish Firm Hold
Styling Gel, Fishfingers Moulding Wax and Sportfish Hair and Body Wash. But
if that sounds too much like hard work, simply don the Fish Beanie for instant
Soho style! The Fish Barnet Box is available from Boots stores nationwide and
will make a perfect Christmas gift for any style conscious man.
FISH BARNET BOX FOR MEN: RRP £14.99
FURTHER INFORMATION | QUENTIN@SHAVE.COM | WWW.SHAVE.COM/FISH

TED BAKER PRODUCT LAUNCHES
KMI are extremely excited to announce the launch of two new ranges from Ted
Baker, Second Skin, the new male fragrance, and Ted Baker Colour Cosmetics
TRADITION WITH A TWIST
A vibrant new male fragrance from Ted Baker – fresh, energising
top notes alternate with a sensual base of wood and musk.
The bottle is dressed in a sleek masculine cover, black on black,
ergonomic and tactile. Second Skin encompasses Ted’s
philosophy of high quality, attention to detail and quirkiness. The
fragrance opens with a masculine mix of Basil, Bergamot and
Cardamon, leading to assertive heart notes of Lavender, Nutmeg
and Clary Sage.
To support the launch of this new fragrance we held a press
evening at ‘Haunch of Venison’ gallery in London. All the leading
fragrance and beauty press were invited and Tara Palmer Tomkinson,
Callum Best, Tim Vincent, Mica Paris and Lisa Butcher
were also there to support the event.
The new fragrance comes in three sizes and the range also includes
a natural spray deodorant and a body wash. It was launched in
September in Boots, Debenhams and Ted Baker Stores with the
support of in-store point of sale and national PR coverage.
TED BAKER SECOND SKIN EAU DE TOILETTE:
RRP £30 (100ML)/£22.50 (60ML)/£17.50 (30ML)
NO ORDINARY DESIGNER COLOUR
KMI and makeup artist John Gustafson have joined forces to
create the perfect seasonal accessory. Two cosmetic compacts that
have everything a girl needs to complete her makeup wardrobe.
The range consists of two makeup palettes: a total face compact
that can easily be slipped into your handbag and a pocket sized
gloss compact for lips. The compacts come complete with
applicators and mirrors all in a simple, stylish black lacquer case,
discretely decorated with the Ted Baker London logo in pale
green which is then presented in a pale green box embossed
with a foil flower motif.
The colourwork and formulations were designed by makeup artist
John Gustafson. The face compacts are based on the colour
palette for Ted Baker’s Autumn/Winter 2004 Collection, and use
technology from the premium end of the cosmetic industry. John
has been working in the industry for nearly 25 years as a makeup
artist for some of the most well known British designers.
TED BAKER COLOUR COSMETICS:
FACE COMPACT, RRP £19.50 /GLOSS COMPACT, RRP £12.50
FURTHER INFORMATION | LISA@SHAVE.COM | WWW.SHAVE.COM/TEDBAKER
“
This season sees the return of very
glamourous makeup. Smoky eyes.
Heather green, charcoal, plum, and
indigo. Cheeks have colour. A wash
of berry that lifts the complexion and
creates a windswept look of health
and well being. And lips; lips are a
focal point with a variety of depths
and finishes. From sheer and glossy
to rich, satin finished colour. Palest
shimmer pinks, glossy semitransparent
roses, to deep velvet
plums. Anything goes on the mouth
as long as it has a high shine finish!
Autumn/Winter colours; but not
as we know them
”
John Gustafson, Make-up Artist, August 2004

STOP PRESS • STOP PRESS • STOP PRESS
XCD UPDATE
STOP PRESS: XCD PERFECTER WINS ‘BEST GROOMING
INNOVATOR’ AT FHM USA’S GROOMING AWARDS
FHM readers and testers across the USA voted XCD Perfecter
‘Best Grooming Innovator’ at the FHM Grooming Awards Ceremony
2004 held on October 6 in New York City overcoming
formidable competition which included the Gillette M3Power
Razor and products from Lab Series and Nivea for Men.
TAKE A BIT OF ROUGH TO GET THE SMOOTH
New XCD Primer Pre Shave Face Wash from King of Shaves is
a four-in-one pre-shave wash that should become the first step
to the best shave of your life. The low lather, soap free formulation
is suitable for daily use for all types of skin.
XCD Primer deep cleans the pores without ever stripping skin’s natural
essential moisture levels, whilst the unique natural acids help
to remove dead cells that can dull even the best complexion.
Finally, to ensure the beard stands to attention, perfectly rounded
beads help to lift and soften the hair to give easy access to the
blade for a perfectly close shave, each and every time. Skin is left
soft, smooth and with an ideal alkaline balance. No need for a toner
or any further cleansing products.
XCD PRIMER: 100ML, RRP £9.99/$14.99
TRAVEL IN STYLE WITH XCD
Don’t just settle for smooth skin – get the best looking skin. This
XCD (exceed) set uses a new ‘Look Great Language’ for men so
you can ‘enhance’ (beautify) ‘camouflage’ (conceal) and ‘defend’
(protect) your skin. These products make an invisible contribution
but with unarguably visible results.
The set contains 25ml travel versions of Defender Facial Moisturiser,
Enhancer Self-Tan Facial Moisturiser, Improver Tinted
Moisturiser, Perfecter Smoothing & Mattifying Gel and Reviver Eye
Cream (10ml). Everyone wants to look their best at Christmas
but with XCD you can look even better.
The XCD travel bag not only has pockets for neat storage but also
ample room for anything else you need for that weekend getaway.
Waterproof and durable, it is perfect to take to the gym when you
start getting to grips with Christmas over-indulgence. And if the
missus never leaves you any room in the bathroom it has a
foldaway hanging hook so you can hang it up out of sight and away
from prying hands.
XCD TRAVEL AND GYM SET FOR MEN: RRP £19.99/$16.99
FURTHER INFORMATION | QUENTIN@SHAVE.COM | WWW.XCDSKN.COM
XCD ADVERTORIALS
King of Shaves’ discretionary facial enhancement range XCD
continues to grow and has recently benefited from a significant
increase in Boots distribution and can now be
found in over 500 stores. This has resulted in an
increase in ROS and awareness. To support this roll
out, XCD is to be promoted with an aggressive
advertorial campaign over the Christmas period.
Advertorials will be featured in the following leading
men’s titles: Esquire, FHM, GQ, Loaded
Fashion, Maxim and Men’s Health.
Quentin commented “We have found there to be
a strong degree of seasonal demand for XCD.
Men are specifically looking to enhance their
looks over the Autumn/Winter period. This is
because they have lost their summer colour, will
have been enjoying the Christmas excesses a little too
much and will be wanting to pull! These advertorials will
help educate a broad and varied spectrum of guys to the
benefits of the range. XCD will give them an instant fix and
will enable them to not just look good but great.”

DOWN UNDER WITH
CREATIVE PARTNERS
The King of Shaves business in Australia is going from strength
to strength with our sales up over 60% on last year. Additional
listings have been secured in Priceline, who have rolled out the
core eight products from the King of Shaves range into all of their
stores, and in Coles supermarkets. King of Shaves has just
moved into fourth brand position by
value share in the last quarter and is
showing the fastest growth of 38.61%
YOY 08/06/04. With a current market
share at 5.73%, King of Shaves is well
placed to takeover third position from
Nivea for Men in the next 12 months.
Top left: Paul Irwin, Creative
Partners Ltd (CPL) Australia.
Bottom left: Dave Mcleod,
CPL New Zealand.
Right: Senior Constable
Mark Wrangell losing the lot
with King of Shaves at this
year’s National Bluey day
NATIONAL BLUEY DAY
King of Shaves was a sponsor for the National Bluey Day held on
the 14th August at the Children’s Hospital in Brisbane. Police and
Emergency services staff revealed the smoothest of heads using
the King of Shaves products and raised significant funds to help
save kids’ lives. The event is the longest running charity head
shave in Australia and King of Shaves is looking forward to supporting
Bluey Day in the future.
KING OF SHAVES BRAND AWARENESS
The brand’s awareness continues to increase with appearances in
all major magazines and, from now until Christmas, we are demonstrating
shaving and King of Shaves products on Channel Nine
television in the mornings with Kerri-Anne. Look out for it! Plans are
well under way for next year; we are aiming to double our marketing
budget to secure that third brand position down under.
NEW ZEALAND
Sales in New Zealand continue to be strong despite new competition
from the launch of Clearasil for Men. XCD will also be
introduced by Progressive in a trial at their Auckland City store and
we look forward to helping New Zealand’s men ‘look great’!
FURTHER INFORMATION | AUSTRALIA.HQ@SHAVE.COM | NEWZEALAND.HQ@SHAVE.COM
KMI CONTACTS
KMI UK:
ANDY HILL DIRECTOR
E andy@shave.com T 01494 770850 F 01494 770851
BILL OEHLMAN DESPATCH
E bill@shave.com T 01494 770870 F 01494 770871
CHARLIE WONG FINANCIAL CONTROLLER
E charlie@shave.com T 01494 770872 F 01494 770873
HITEN DAYAL CHAIRMAN
E hiten@shave.com T 01494 783066 F 01494 783088
JANE GREENAWAY PRODUCTION MANAGER
E jane@shave.com T 01494 770854 F 01494 770855
JODIE CARTER OFFICE ADMINISTRATOR
E jodie@shave.com T 01494 770893 F 01494 770898
KAREN BROOKS PRODUCTION CONTROLLER (KOS & FISH)
E karen@shave.com T 01494 770858 F 01494 770859
LISA COULSTOCK
SALES & MARKETING MANAGER (TED BAKER FRAGRANCES)
E lisa@shave.com T 01494 770862 F 01494 770863
LOUISE LIMBERT
PRODUCTION CONTROLLER (TED BAKER FRAGRANCES)
E louise@shave.com T 01494 770886 F 01494 770887
MARTIN PARK PROJECT DIRECTOR
E martin@shave.com T 01494 770882 F 01494 770883
MICHELLE TURNER DESIGN TEAM
E michelle@shave.com T 01494 770876 F 01494 770877
NICKY SPRINGLE CUSTOMER CARE
E nicky@shave.com T 01494 770860 F 01494 770861
PATRICK NIELSEN NATIONAL ACCOUNT EXECUTIVE (KOS & FISH)
E patrick@shave.com T 01494 770880 F 01494 770881
QUENTIN HIGHAM COMMERCIAL DIRECTOR
(KING OF SHAVES & FISH HAIR STYLING)
E quentin@shave.com T 01494 770884 F 01494 770885
RICHARD DARNELL ACCOUNTS RECEIVABLE MANAGER
E richard@shave.com T 01494 770878 F 01494 770879
SIMON WATSON HEAD OF DESIGN
E simon@shave.com T 01494 770874 F 01494 770875
SPENCER HARDING DESIGN TEAM
E spencer@shave.com T 01494 770888 F 01494 770889
VICKY GOLTZ ASSISTANT ACCOUNTANT
E vicky@shave.com T 01494 770864 F 01494 770865
WILL KING FOUNDER AND CEO
E will@shave.com T 01494 783066 F 01494 783088
YASMIN SADIQ ASSISTANT PRODUCTION CONTROLLER (KOS & FISH)
E yasmin@shave.com T 01494 770896 F 01494 770897
ZOE BURGESS-BIGGERSTAFF
SALES ORDERS & LOGISTICS CO-ORDINATOR
E zoe@shave.com T 01494 770868 F 01494 770869
KMI USA:
CAMILLE MORGAN ASSISTANT TO PRESIDENT OF OPERATIONS
E camille@shave.com T +1 (212) 590 2412 F +1 (212) 590 2472
PHIL WILLIAMS PRESIDENT OF SALES AND MARKETING
E phil@shave.com T +1 (212) 590 2401 F +1 (212) 590 2472
STEPHANIE EDDY PRESIDENT OF OPERATIONS
E stephanie@shave.com T +1 (212) 590 2471 F +1 (212) 590 2472
PARTNER INFORMATION
KMI’s new ‘partner information area’ has now gone live at
www.shave.com/partner. After registering (a simple two
minute process), you will have access to the latest news,
information and views direct from Will, Hiten, Andy and the
brand managers at KMI. We will send
registered users an email reminder
whenever new information is added.
FURTHER INFORMATION | SIMON@SHAVE.COM
Knowledge and Merchandising Inc Ltd
UK: 17-19 Chiltern Court, Asheridge Road, Chesham, Bucks HP5 2PX, UK
T 01494 783066 | F 01494 783088 | E info@shave.com | W www.shave.com
USA: 304 Park Avenue South, 11th Floor, New York, NY 10010, USA
T (212) 590 2471 | F (212) 590 2472 | W www.shave.com/usa
PRINTED ON RECYCLED STOCK. © KMI 1999-2004. ® AND TM DENOTE TRADEMARKS. KMI REF: K0988. E&OE