When we launched the King of Shaves Azor last year in the UK, I was adamant that our shave should not cost a ransom. We decided to fairly price our Azor system razor at just £4.88 (for a handle & 3 replacement Endurium cartridges) and sell replacement blades at £4.88 for 4 and £9.49 for 8.
Back in June, the Daily Mail ran an article on the huge mark-up some of our competitors were making, no guessing who they were. My original blog post on that article is here. Today, the Daily Mail ran a further article saying that Asda had decided to substantially - like SUBSTANTIALLY - drop the prices of the cartridges - to £5 for 4 Fusion cartrdges a shaving (sic) of up to £3.30.
BUT - and this is a big but, our King of Shaves Azor cartridges, fairly priced at full price - £4.88 for 4, are currently on promotion with all major retailers, whilst our new King of Shaves Shaveolution (Bend the Rules) TV ad airs. This means, you can get the King of Shaves for just £2.44 for 4 cartridges, 61p per cartridge - again, making a mockery of Gillette's (Asda forced), recently lowered price.
Where will this end? Well, from our perspective, we've always been about Quality, Performance & Affordability. We're not about exploiting our consumers with ever more complex products, ever more expensive. As Leonardo Da Vinci (apparently) said, "Simplicity is the ultimate Sophistication" and we couldn't agree more.
The Blade Wars are well and truly on in the UK - it'll be a Battle Royal.