King of Shaves Azor Second Only To Gillette Mach3, Fusion...A True Challenger Brand.

Each month, we pull our retail sales data on the Azor, to see how we're faring against 'Wilkinette'.

In the UK, the Azor is currently only in 62% of available distribution (for example, it's not yet in Asda, Waitrose, etc.) and I'm therefore delighted that last month (the 4 weeks to the end of October) it was ranked Number 5 by value, and Number 4 by volume. (actually Number 3 - see above).

That's right! In just 4 months, the Azor has gone from zero to challenging for a top two slot!

Last month, Azor handles outsold each Wilkinson Sword variant (including their Lawnmower - sorry - Precision Trimmer) and has ahead of it only the eternally popular Mach3 and Fusion Manual (it sold 15,000 more pieces than Quattro Precision Trimmer, 11,000 more pieces than Fusion Power Stealth & 5,000 more pieces than Mach3 Turbo).

More importantly, the key handle to cartridge ratio is exactly where we hoped it would be, meaning that people aren't just trying the Azor and then reverting back, they're buying it and enjoying the 'King of Shaves without the Ransom' on a daily basis.

I'm delighted that King of Shaves is making good on its intent to become the Number 1 Challenger brand to Gillette, we have a ton of exciting 'stuff' planned as 2008 draws to a close and 2009 begins.

In addition, we also saw some data today that puts King of Shaves as the second most popular brand (by consumer usage) to Gillette, despite the Azor only having launched this year.

If you haven't tried the Azor yet - why not? I promise it will shave you closer, longer, for less and in these times of crisis and downturn, surely it makes great sense to spend just £1.25 per replacement cartridge, rather than a whole lot more on our competitors! After all, you have to shave if you don't want a beard, and at King of Shaves we are intent on this not costing you any more than it needs to.

The Azor is now available in the vast majority of Boots, Tesco, Sainsbury & Superdrug stores, and in approximately 40 Morrison's stores.

It will be available in more retailers later this year, early 2009