KING OF SHAVES UPDATE<strong>King</strong> <strong>of</strong> <strong>Shaves</strong> has had another fantastic quarter and continues to significantlyoutperform the market and Gillette with the introduction <strong>of</strong> new products andnew marketing activity…KING OF SHAVES MARKET PERFORMANCE<strong>King</strong> <strong>of</strong> <strong>Shaves</strong> remains the fastest growing brand in UK shavingand skincare. Shaving highlights include:● <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> remains the fastest growing brand in the UK witha +10.9% increase value sales and a +15.3% in volume. Its overall market share is 12.3%, up from 10.8% last year.● <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> is now the number two shave prep brand ahead<strong>of</strong> Gillette Regular (12.2%) but behind Gillette Series whichhas a 42.4% share. Nivea’s share is 8.6%. With the exception<strong>of</strong> new launches, all other brands are in decline. WilkinsonSword, Original Source, Simple, Noxzema, Adidas and Clearasilall have around 1% or less market share.● <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> has over 80% value share <strong>of</strong> the shaving oilcategory.● <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> has five separate SKUs each one <strong>of</strong> which is individuallybigger than the whole <strong>of</strong> the Simple for Men, Noxzema,Lynx, Wilkinson Sword, Clearasil, Somerset or Cariad ranges.● <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> Woman remains the second biggest women’sshave prep brand behind Gillette’s Satincare.Skincare highlights include:● <strong>The</strong> overall skincare market has grown by 15.9% to £26.2m, upfrom £22.6m. This growth has been driven by <strong>King</strong> <strong>of</strong> <strong>Shaves</strong>(+54.7%) and Nivea (+19.4%).● Nivea has 65.6% <strong>of</strong> the market, <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> 7.4%, Gillette7.1%, Simple 5.3%, Adidas 1.9% and Clearasil 0.6%.● <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> ‘niche’ XCD range, which is sold exclusively inBoots, is the same size as the mass distributed Adidas range!KING OF SHAVESMARKETING ACTIVITYXCD sales have grown by over100% since six advertorials weresuccessfully run in GQ, FHM,Maxim, Loaded Fashion,Esquire and Men’s Health(shown on left).<strong>King</strong> <strong>of</strong> <strong>Shaves</strong> has continued tobe featured extensively across thefashion and beauty press andgenerated a PEV (perceived editorialvalue) <strong>of</strong> over £700,000.Promotions have run in Men’s Fitness,Maxim and in Burton stores.Additional promotions are runninglater in the year with FHM, Zestand New Woman.FURTHER INFORMATION | WWW.XCDSKN.COMBelow: Loaded Fashionadvertorial (Dec 04)<strong>14</strong>12<strong>King</strong> <strong>of</strong><strong>Shaves</strong>MARKET SHARE (%)10864Niveafor MenColgatePalmolive2WilkinsonSwordP&G01999 2000 2001 2002 2003 2004SOURCE: IRI DATA.KING OF SHAVES AND MAJOR UK COMPETITORS’ SALES 1ST JAN 1999 TO 27TH NOVEMBER 2004.NOTE: GILLETTE IS OMITTED FROM THIS GRAPH, THEIR TOTAL MARKET SHARE IS 56%.<strong>The</strong> <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> Womanrange includes:Shave & MoisturiseShaving Oil: 15ml (£3.69)Shave & ScrubShaving Gel: 175ml (£3.99)Shave & MoisturiseShaving Gel: 175ml (£3.99)Shave & SmoothShaving Spritz: 125ml (£3.99)Even Out & FirmingMoisturiser: 200ml (£5.99)Moisturising HairMinimiser: 200ml (£6.99)KING OF SHAVES WOMAN RANGE RELAUNCHWill <strong>King</strong> presented the re-launch <strong>of</strong> the <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> Womanrange to a packed Yauatcha in Broadwick Street, London on 24thFebruary.Over the last two years <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> Woman has firmly establisheditself as the number two shave prep brand behind Gillette’sSatincare. However we have not been complacent and in responseto questionnaires and the input from 20,000 women (via theshave.com database), the range has now been upgraded utilisingnew performance technology with a new luxurious and more femininelook.Whilst retaining the core brand values <strong>of</strong> performance and efficaciousness,the new <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> Woman range appeals towomen who want beautifully smooth, moisturised legs and beautifulpackaging.Quentin noted: “<strong>The</strong> re-launch has been incredibly well receivedby the trade and big distribution gains have been achieved inSuperdrug, Lloydspharmacy, Asda and Sainsbury’s. We expect thebrand’s value share to increase from 9% to 16% in the next 12months.”REVOLUTIONARY DRAG FREE SHAVING GELAs part <strong>of</strong> its commitment to push the boundaries <strong>of</strong> technicaladvancement in shaving s<strong>of</strong>tware, <strong>King</strong> <strong>of</strong> <strong>Shaves</strong> is launchingthe second <strong>of</strong> its new generation shaving SKUs with <strong>King</strong> <strong>of</strong><strong>Shaves</strong> AlphaGlide ALS Shaving Gel.AlphaGlide ALS (Advanced LubricationSystem) shaving gel isenhanced with LubriNyl-12. Frictionbetween razor blades andskin causes drag; this drag is one<strong>of</strong> the primary causes <strong>of</strong> razorburn. LubriNyl-12 behaves like amicro-thin layer <strong>of</strong> ball bearings onthe skin which converts the highdrag sliding friction (seen in regularshave gels) into smooth rollingfriction that virtually eliminatesrazor drag and gives optimumrazor glide.KING OF SHAVES ALPHAGLIDEALS: 175ML, RRP £4.99FURTHER INFORMATION | QUENTIN@SHAVE.COM | WWW.SHAVE.COM
TED’S NOT STANDING STILLFollowing on from the launch <strong>of</strong> Second Skin, Ted Baker Fragrances haverecently introduced several extensions to the brand…SKINWEAR RANGE EXTENSIONWith all our other fragrances having their own 30ml size Eau de Toilette,we felt it was the right time to introduce one to the Skinwearfamily. This is an ever popular fragrance and the 30ml size (launchedlast December) will be eagerly snapped up.SKINWEAR EDT: 30ML, RRP £13.50SECOND SKIN VALUE SETEaster will see the launch <strong>of</strong> the first Second Skin value set whichincludes a Second Skin EDT (30ml), a deo spray (75ml) and a bodywash (100ml). It <strong>of</strong>fers outstanding value to the consumer and givesgreat awareness to the Ted Baker no ordinary designer fragrancebrand within a very competitive market.SECOND SKIN VALUE SET: RRP £18.95SECOND SCENTThis year will see the introduction <strong>of</strong> a new female fragranceSecond Scent from Ted Baker in May. More on this in the next edition<strong>of</strong> <strong>The</strong> <strong>Knowledge</strong>.TED’S THREESOMEDecember also saw the launch <strong>of</strong> Take 3 exclusively in Boots,Debenhams and Ted Baker Stores. Take 3 is an ingenious productdelivering three fragrances (15ml each) in one stylish case.<strong>The</strong> men’s version comes in a semi-opaque smoky black case andfeatures: Skinwear – a citrus cologne for every day wear.Endurance – with its sexy fizzing top notes. M – for those more‘sophisticated’ moments.Ted Baker Take 3For women: 3x15mlFor men: 3x15ml (both £19.50)<strong>The</strong> women’s has a shocking pink case and includes: Woman –lemon, peach and rum are just some <strong>of</strong> the wonderfully fruitynotes making this fantastic cocktail have a lasting impression.Endurance – <strong>The</strong> perfect fragrance for any girl on the go. W – agentle fragrance for a modern sophisticate.FURTHER INFORMATION | LISA@SHAVE.COM | WWW.SHAVE.COM/TEDBAKER
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