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

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.”