King of Shaves launches new Hyperglide razor

The 16^th January was the launch party for King of Shaves’ latest creation: a new razor that creates its own hydrogel, so all you need is some water.

The King of Shaves company started out in 1993 and 21 years on they are one of the most successful shaving brands in the UK with products stocked in Morrisons, Superdrug and Tesco to name but a few. King of Shaves products are also available in the USA, Australia and New Zealand and are constantly expanding.

Now in 2014 we see the birth of the Hyperglide System Razor. This latest creation from King of Shaves features an original “patented superhydrophilic self-lubricating cartridge” that creates its own gel when it is touched by water meaning a smooth shave with as much comfort and closeness as possible.

The launch party took place at Sketch in Mayfair and a fun time was had by all. New American girl band KING (pun intended, we’re sure) from Los Angeles performed and there was also a DJ session from DJ Chicane. Celebrity guests included athlete Jade Johnson and soul singer Mica Paris who enjoyed cocktails, champagne and fabulous music all night.

All in all, a fabulous night was had by everybody who managed to make it to the King of Shaves’ launch; let’s just hope the product is as popular as the night itself!

All of those present were introduced to the brand’s advert for the Hyperglide razor, which was directed by Tiger Savage and Sky Sharrock and was even filmed underwater!

Emily-Rose Vierke

You can check out the advert here and see what you think of the perfectly filmed 48 seconds; it more than sells the product and sums up the Hyperglide razor wonderfully.

CEO of the company Will King was there to present the razor himself, and you can check out the video for his speech and introduction here.