Last Thursday Was Launch Day For King of Shaves Hyperglide Razor | We Changed The Face of Shaving Forever!
20 Jan 2014
Thursday 16th January was a HUGE day for us.
It was the day we introduced a brand word – superhydrophilic – and technology – Hyperglide – into the world of high performance (or #Hyperformance as we call it) shaving.
It’s the culmination of 5 years and millions of pounds of R&D, the story of ingenuity, persistence, imagination and realisation. I hope you saw our Hyperglide razor #REVOLUBETION poster if you’re coming into London on the A40 (about 500,000 of you should). And if you read ShortList, you should have seen our launch ad within this week’s issue (see below).
King of Shaves Hyperglide “Just Add Water”
At 7pm, you should have been able to join us LIVE at Sketch, as we launched not just a razor, but a truly revo-lube-tionary one. One which takes shaving properly into the 21st century, doing away with those messy, gloopy and 1970’s Lubestrips (as used by our competitors) and allowing you, if you wish – to shave by just using water. HOWEVER, due to a – stupid – oversight, we put the live-stream ‘live’ whilst still playing background music at our venue (which we had the performance rights for only at the venue). The live-stream put it out into YouTube, and after a short while, the copyright infringement algorithms kicked in, killing the feed (in the UK) just as I took the stage. This was no one in particular’s error, and as CEO I take responsibility for it.
However, I’m delighted that my Keynote went down extremely well, and you can see it here. You can also see our amazing ‘Just Add Water’ ad, shot by Tiger Savage of Tiger’s Eye – where a guy simply adds water and shaves! Look out for the twist towards the end too.
Hyperglide will be in UK stores (Asda, Boots, Sainsbury & Tesco) by the end of the month, with other major retailers being added by the end of March. Full details on the razor may be found here.
Oh, and do feel free to join in on twitter buy using the hashtag #Hyperglide
Don’t just shave. Shave like a King!
The Hyperglide Response So Far | #SHAMAZING #RevoLUBEtion
21 Jan 2014
I thought I’d list a series of links so (if you’re interested) you can see how (almost) universally supportive and positive coverage of our new Hyperglide system razor has been. It’s reading comments and articles like this, as well as receiving personal emails, tweets of congratulation or people simply shaving with what we believe is the new best razor in the world, that keeps my staff and I on top of our game, and always pushing to improve. Here goes…
Pre-Launch Review http://groomingguru.co.uk/2014/01/08/exclusive-king-of-shaves-makes-shaving-even-smoother-with-their-new-hyperglide-razor/
Sunday Telegraph News: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10566002/Clooney-beards-blamed-for-cutting-razor-profits.html?utm_source=dlvr.it&utm_medium=twitter
Profile: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10565992/Mr-King-of-Shaves-in-expansion-drive.html
First Hyperglide Review
http://youtu.be/VT9m9dpt1Z8
ShortList
www.shortlist.com/grooming/bathroom-armoury/the-new-super-razor
Marketing Magazine
http://www.marketingmagazine.co.uk/article/1227385/king-shaves-launches-revolutionary-hyperglide-razor
Campaign
http://www.campaignlive.co.uk/news/1227385/King-Shaves-launches-revolutionary-Hyperglide-razor/?DCMP=ILC-SEARCH
Marketing Week | Brand Republic
http://www.marketingweek.co.uk/sectors/retail/king-of-shaves-unveils-elegant-marketing-campaign-for-new-razor/4009140.article
Brand Genetics
http://brandgenetics.com/good-for-us-bad-for-them-innovation/
Allure
http://www.allure.com/beauty-trends/blogs/daily-beauty-reporter/2014/01/the-next-big-thing-shaving-hyperglide.html
The Drum
http://m.thedrum.com/news/2014/01/16/king-shaves-launch-iphone-razors-live-stream-event
Management Today
http://www.managementtoday.co.uk/news/1227552/king-shaves-back-battle-gillette/
Will King Keynote
http://m.youtube.com/watch?v=_-0wVETvuvw
Just Add Water Ad
http://m.youtube.com/watch?v=AYoPobEzAsc
King Performance
http://youtu.be/VVqJtOy-9ak
The Grocer
http://m.thegrocer.co.uk/Article/353561
The Manufacturer
http://www.themanufacturer.com/articles/king-of-shaves-launches-its-iphone-of-razors/
Blogger Review
http://wp.me/p2MM4E-1PK
Research Live
http://www.research-live.com/features/an-audience-with-the-king-of-shaves/4011102.article
Lifestyle District
http://www.lifestyledistrict.co.uk/2014/01/king-of-shaves-launches-hyperglide/
British Family Review
http://britishfamily.co.uk/king-shaves-hyperglide-razor/