The King of Shaves Azor was the best selling branded system razor handle by volume in the UK in October, beating "Wilkinette" by a decent margin! Here are the key numbers:-
Total branded system razor sales 4 weeks to 31/10/09: 430,506 units
* King of Shaves Azor: 85,938 units.
* Gillette Fusion Manual: 60,235 units
* Gillette Mach3 Manual: 46,706 units
* Wilkinson Sword Quattro Precision Trimmer: 43,711 units
* Wilkinson Sword Quattro Manual: 24,628 units
* Wilkinson Sword Quattro Titanium Manual: 20,377 units
* Gillette Fusion Power Stealth: 17,377 units
This performance was despite continuing product discounting by both competitors, and substantial TV spend by Gillette.
Our handle market share for the month more than doubled to nigh on 20%, a 120% growth on the previous month's handle sales of 39,000 handles. Replacement cartridge sales also increased from 141,000 replacement cartridges sold to 227,000 cartridges sold, a 61.4% increase.
With our second burst of TV advertising now underway (across Sky Sports channels, ESPN, Dave & Dave Ja Vu) and a second round of trade promotion planned to end the year, we are delighted with the performance of the Azor, as we continue to consistently build brand awareness and market share in the face of what I'd call 'fierce' competition into 2010.
Bring it on.
