King of Shaves: advice and strategy for business


"Originality and clarity of purpose are important; also, the internet has got to be the absolute centre of your project focusing on consumer engagement"

King of Shaves was founded by Will King in the UK in 1993, and by 2007, the company’s turnover was £13.9m. In 2012, the company launched an online razor, blade and shaving oil subscription service. Other recent launches include Shave+Shield in addition to the shaving gel AlphaGel. Cosmetic News Weekly interviewed Will King, founder and CEO of King of Shaves (KoS). <i>Will King founded King of Shaves in 1993</i>

Will King founded King of Shaves in 1993

Questions answered
  • How do you remain innovative in such a competitive niche?
  • What is your advice for young businesses reinventing themselves?
  • How has your strategy evolved to meet the demands of globalisation?
  • What would you say is the key to promoting a new product?
  • What do you see as the future of men’s shaving products?


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