King of Shaves to launch the “iPhone” of razors at live-stream event
King of Shaves is launching a self-lubricating razor called Hyperglide, which eliminates the need for shaving foam, backed by a £1m marketing campaign.
The razor, which has taken four years to research and develop, features a ‘smart-cartridge’ and uses superhydrophilic advanced technology to create its own ‘HydroGel’, so users can ‘just add water’ and shave. The technology was originally developed by a UK university for use in the medical device industry.
The product has drawn £5m in investment and will be officially unveiled this evening at a live-streamed event in London via Shave.com. The launch will also include the premiere of the Hyperglide viral ad created by agency Tiger’s Eye.
King of Shaves founder and CEO Will King said: “Launching Hyperglide is an iPhone moment for us. Competitor razors always require a shave prep – gel, foam or cream – to deliver a comfortable and close shave whereas with Hyperglide, water does the hard work.
“I view our competitors as stuck in the ‘mechanical button phone’ era – pressing on with the old, whilst we pioneer the new. It’s taken four years and £5m investment to develop and perfect this technology, which is a genuine shaving world first.”
The launch will take place at 7pm tonight at Sketch in West London and will feature performances from LA trio King and a DJ set from Chicane.