STYLE AND SUBSTANCE MEET SHAVING

Since its launch in June 2008, the best selling King of Shaves Azor System Razor* has delivered tens of millions of close, comfortable, cost effective shaves to men and women worldwide.** Now shaving with the Azor has evolved – following 18 months of consumer research and testing, King of Shaves is delighted to introduce the new Azor M Alloy System Razor. Promising a supreme shave experience with its new sleek hybrid metal alloy and Polyastomer handle and redesigned v2 slimmer cartridge, the Azor M effortlessly blends style with amazing performance.

Designed and manufactured in the UK and tipping the scales at 47g, compared to the 17g Azor, the Azor M is perfectly balanced and ideally weighted for maximum control and comfort whilst shaving. The Azor M utilises King of Shaves’ internationally patented ‘Bendology Technology’ flexible hinges which allows the Azor’s head to bend and follow every contour of your face whilst pressing the blades progressively closer onto the skin for a superbly comfortable yet close shave. The unique wishbone shaped head design provides greater visibility when shaving.

The latest addition to the award winning Azor line-up also introduces the new v2 slim blade cartridge, that makes shaving under the nose and other hard to reach places even easier. The tactile handle features side creases for improved dexterity and grip, trim guides for shaping and styling facial hair, a larger skin pre-tensioner (reducing the risk of unwanted nicks and cuts whilst helping to prevent in-growing hairs) and an improved soft-touch cartridge ejection mechanism.

As ever, the four Endurium coated blades in each cartridge continue to shave closer, longer for less and replacement cartridges are suitable for all Azor System Razors.

Will King, King of Shaves CEO, comments:
The Azor M is proof of our commitment to our customers to design and manufacture a stylish, high performance system razor with affordably priced cartridges. I’m delighted with its design credentials and aesthetic and am also pleased to be making a limited number of Azor razors that will feature ceramic, carbon fibre and other space age alloys – watch this space!

The Azor M Alloy System Razor (which includes two Endurium cartridges) will debut in the UK exclusively at Boots stores nationwide in March 2010, with an RRP of £6.99.

* The King of Shaves Azor was the best selling branded system razor handle by volume in the UK in October 2009. Source: IRI Infoscan.
** The King of Shaves Azor is currently available in the UK, USA, Japan, Brazil, Australia, New Zealand and South Africa.