King of Shaves (KMI) is describing its new K2 Skinvestment Series as third generation skin care, containing ingredients and a delivery system to “rejuvenate the skin’s lipid barrier to help repair and restore the skin better and faster than any comparable product currently available”.
Will King, founder and ceo of King of Shaves, says the technology is “miles ahead of Gillette” and hopes it will help in the company’s bid to challenge the $54m market leading brand.
The formulations use a multi-lamellar emulsion and P-Ceramide Technology to achieve pre-shave skin conditioning, shave comfort and face protection. “Effectively counteracting the rigours of regular shaving, frequent showering and washing, the K2 line offers men the chance to ‘skinvest’ for the future and benefit from visibly improved and more healthy skin,” says the company; the range itself is described as the ‘skinvestment’ series.
The product line-up is designed to reinforce the King of Shaves regime of prime, shave, protect and comprises Advanced Facial Wash - Primer, Shave Gel, Shave Serum, Advanced Protection Moisturiser, Advanced Protection Sports Moisturiser with SPF 8 and Eye Cream.
The launch is being supported by the face of the brand, England and Chelsea football captain John Terry. “I’m proud to be a part of King of Shaves,” he said at the recent brand launch.