King C. Gillette has launched two new men’s grooming products specifically designed for men with stubble. New additions to the range include the Face and Stubble Moisturiser and 'Style Master', a tool which has been designed to edge, trim or sculpt stubble to help men maintain their look in between barbershop visits.
Left - King C. Gillette - Face and Stubble Moisturiser - £10
According to Gillette, today, 60% of men have facial hair, and, after clean shaven, stubble tops the list of most popular styles, however, men still have concerns when it comes to their facial hair. Common frustrations are that skin underneath their stubble feels dry or itchy, while the hair feels rough and even scratchy. The new King C. Gillette products have been created to address these facial hair concerns and help men master their personal style to establish a pleasurable at home grooming routine.
The Style Master features the 'World’s First 4D cutting technology'. Designed to edge, trim or sculpt stubble, the multifunctional tool features four cutting elements - including two side cutters for trimming longer hairs and two central blades to cut shorter hairs - and a pivoting head that adapts to the contours of the face. The Style Master offers men the flexibility to master their stubble with one simple tool that is cordless, water resistant and gentle on the skin.
The Face and Stubble Moisturiser moisturises the skin to sooth and relieve signs of dryness and skin irritation such as itchiness, redness and skin flakes while hydrating and conditioning hair to soften prickly stubble. The moisturiser is enriched with vitamin B Complex and glycerine to hydrate and strengthen the natural skin barrier, and argan oil conditions prickly stubble for a soft and smooth feel.
Left - King C. Gillette - Style Master - £39.99
TheChicGeek says, "Stubble often dries out the skin underneath producing flakey skin which looks particularly bad when wearing dark clothing. Anything which claims to help with that is a good thing.
The 'Style Master' is in a similar vain to the ever-popular Philips OneBlade (See TheChicGeek's honest review here), but is black and anonymous. The name 'Style Master' isn't even on the gadget. It is made by Braun, another P&G brand, a name respected in electricals, so should have the strength to tackle even the coarsest of facial hair."
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Shaving Goliath, Gillette’s, new brand, King C. Gillette, "brings a century’s worth of expertise to life and promises to be a one-stop-shop for all men with facial hair.”
Bearing the name of Gillette’s founder, King C. Gillette, the man who invented the double safety razor, it embraces nearly 120 years’ of heritage, innovation and grooming experience and, in a first for the brand, includes a range of specific beard care products.
The full range is made up of eight grooming and facial haircare products for men including a Double Edge Safety Razor and blade refills, Neck Razor, Shave and Edging Razor, Transparent Shave Gel, Beard Trimmer, Beard & Face Wash, Soft Beard Balm and Beard Oil.
TheChicGeek says, “When consumers think of the Gillette brand, it really should be as the Levi’s of grooming. The originally inventor of the double-edged safety razor, King Camp Gillette, is one of America’s biggest business success stories - Gillette sold $6.22 billion of men’s razors and blades and $1.28 billion of women’s razors and blades worldwide in 2018, according to Euromonitor data - and, along with Levis Strauss, provided products to the American working man.
Therefore, it’s surprising that few men would be able to tell you much about the man or whether the brand was even named after an individua
So, Gillette is going back to its 1901 roots “Est. Boston 1901” with this new “King C. Gillette” range of razors and grooming products.
Interestingly, this range is more focussed on facial hair than pure shaving.
Some of it is a simple rebrand. Gillette is part of the giant consumer group, Procter & Gamble, who also own Braun, and the provider of the beard trimmer here. The other razors - Neck Razor, Shave and Edging Razor - feature Gillette’s Fusion heads and don’t really offer anything new other than I’ve never seen a monikered ‘Neck Razor’ before?!
The hero product here is the return of the safety razor. While Gillette invented this in 1901 they actually stopped making these 1989 and it offers a really economical way to wet shave. If you want to know more about safety razors and how they work, I wrote this for The Independent last year - here
As for the grooming products, the Beard & Face Wash is a whopping 350ml, so you could do your whole body with this. It has a refreshing menthol sensation, but no individual distinctive smell. It’s light and easy to wash out. The Transparent Shave Gel is probably an already existing Gillette product repackaged and as such you could just buy that and save money. The Soft Beard Balm doesn’t look or feel premium. It looks like a product you’ll find at a cheaper price but it’s more than adequate when on.
I would have tried to make King the expert in shaving and taken the premium route a bit higher by highlighting more of the ingredients etc. It still feels anonymous, like the other Gillette products. I would have linked it in with Gillette Labs, Gillette’s pioneering heated razor, read more here, and played on the fact that Gillette has always invented and pioneered things.
The ‘Beard Kits’ idea is good on their website, where you buy a collection of products and razors or trimmers according to your style or needs, as the range is broad taking in Victorian shaving through to hipster beard maintenance.
Clearly, the King isn’t dead. How about a spin-off rainbow coloured Pride range called ‘Camp’?!”
Takeaway - The King C. Gillette is premium compared to Gillette’s regular prices and I like the concept and branding of bringing the founder back. Maybe they should have put more of him on the packaging to hammer this home?
Disclosure - A sample for review was provided by Gillette