Wilkinson Sword is launching a new razor that it says will prove that ‘the best a man can get’ is about to get better.

It is taking on Gillette’s battery-powered razors with Quattro Titanium Energy, a wet-shaving system with a four-blade power razor, which uses a motor in the head, close to the blades.

Less force than usual is needed to shave, which reduces the risk of cutting the skin, according to Wilkinson Sword. The razor also boasts separate on and off switches and an ergonomic, rubber handle.

The brand extension will retail for £7.99 while the blades come in four-packs (£5.49) and eight-packs (£10.49).

Wilkinson Sword launched the original four-blade Quattro Titanium system last February. The format uses titanium-coated blades, which Julian Williams, category development director for the Energizer Group, said had been popular.

He said its approach was different to other manufacturers who “arguably seem to bring out new blades with every new system launch”.

Rival Gillette’s power razors include M3 Power along with Fusion Power - launched last summer - with a blade on the reverse for difficult areas and an advanced moisturiser strip for rash-free shaving. It also has an auto shut-off.

Gillette is also on a push this month to get men using its three-step wet shaving system: Fusion razor, HydraGel shave gel and HydraSoothe After Shave Balm.

Wilkinson Sword is backing its Quattro Titanium launch with a £4m national television, press and online advertising campaign.

The campaign, from April, will target 15 to 34 year-old men who are technology fans, particularly those with sensitive skin. Details about the ‘no irritation’ claim will appear on special packs until March, offering consumers their money back if they’re not satisfied, along with a £2-off coupon for blades.

The battery-powered sector is set to grow 24% to £50m by 2008 for the year to 17 June 2006 [IRI].

Topics