A new and very different razor is coming onto the market.

It is a razor that asks men to seriously question their shaving routine. Like why are blades so expensive? Do razors actually need 5 or so blades? Are battery-operated add-ons useful or are they just gimmicks? King of Shaves’ AZOR is very different to traditional ‘more stuff must be better’ razors. It looks deceptively simple in form and function and gives an overall effect that is as pleasing on the eye as it is on the shaved skin.

The King of Shaves brand has been on the shelf since 2000 in Australia. The products to date have been a range of shaving gels and shaving oils.

Paul Irwin, Managing Director, King of Shaves, says, “I believe the AZOR will go extremely well in Australia. As our competitors continue to add gimmicks and over engineer so they can charge more, we have focused on style and performance, giving a great shave for a fair price. People have certainly welcomed the new razor in the UK and in New Zealand and we are determined to break the cozy duopoly enjoyed by Gillette and Schick here. The future of shaving will be fairer and better with the new King of Shaves Azor.

Wayne Maloney, ECD at Oddfellows says, “It’s great to work on a real challenger brand. These guys are taking on the big boys: Gillette and Schick. And all they seem to be doing is charging more money for more blades, which I think people are getting tired of. The AZOR has given us the opportunity to do the FAQ your Shaving Routine campaign, and really challenge people’s entrenched habits.”

Further details available at www.kingofshaves.com.au