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
A decadent oriental leather fragrance in a blend of almond, jojoba, grapeseed oil and vitamin E.
TheChicGeek says, “A beard oil is a real treat product and one from Tom Ford even more so. Beard oil nourishes the beard and facial skin underneath and adding a fragrance makes this a product you could use instead of a traditional fragrance.
So, I had high hopes for this one. I was expect to keep rubbing my hands on my stubble and moustache to inhale the fragrance.
The cult ‘Fucking Fabulous’ fragrance in this disappears very quickly and putting more on doesn’t counteract that. Also, at only 30ml, you’ll get through this very quickly and at £60 that’s very expensive. Within an hour or so the smell had completely disappeared. Men buying Tom Ford are buying into long lasting and powerful fragrances and this, sadly, falls flat in that department.”
Read more about 'Fucking Fabulous' here
Left - Tom Ford Fucking Fabulous Beard Oil - 30ml - £60
Disclosure - A sample was gifted by Tom Ford for review
Sometimes men forget that beards require the same care as the hair on their heads. The result of neglected beards is wild whiskers, dry facial skin and damaged hairs. Beard oil helps to replenish and condition facial hair. It’s usually made from a unique blend of natural oils such as jojoba, lavender, grapefruit, tea tree, and almond oil. These ingredients work together to moisturise, nourish, and sooth both your beard and skin. Some of these oils are also scented, thus leaving your beard with a nice smell.
Used properly, beard oil improves the appearance of facial hair and can help to sooth itchiness. But it’s still important to point out there is a right and wrong way to use this oil. Slathering a fist full of oil occasionally may be what most men do but that will not deliver the best results.
If you want to get the best possible outcome, you should use beard oil regularly. The essential oils also have to penetrate your beard and reach the skin. Here are some quick steps on how to use beard oil properly:
Step 1 - Pour a few drops of your favorite beard oil in the palm of one hand.
Step 2 - Gently rub the oil into your beard, goatee, and moustache. Make sure to work deep into your beard so that the oil gets to the skin below.
Step 3 - If you have a full grown beard, use a bristle brush or comb to groom and style your facial hair as normal.
Step 4 - Wash your hands with warm water and soap to rinse off excess oil from your hands.
Remember to develop a routine because sporadic applications of beard oil just will not do. Instead, a consistent daily routine should be adopted to keep your beard healthy, soft, and looking good at all times.
Thanks to www.beardtrimmerreviews.co.uk for the advice.