The past twelve weeks has proved to be a significant time for UK-based brand Bulldog as it has outsold Gilette in the UK male skin care market, and the company’s owners have promised to push on further throughout the year.
Ranked 13th in the overall sales for this period, Bulldog’s Original Moisturiser has outsold the Procter and Gamble brand’s Gillette Series After Shave Lotion by £4,940 (€5682) with sales of £170,600, also narrowly beating L’Oreal Men’s Moisturising Gel, according to IRI data.
“I was delighted when I read the most recent sales data, this is a fantastic achievement. Our budgets are so different that it makes David vs Goliath look like a fair fight. We’ve great plans for the rest of the year, so watch this space,” said Bulldog founder Simon Duffy.
Weighted distribution less
The success of the Bulldog Original Moisturiser against Gillette and L’Oreal Men was also achieved with a lower level of distribution.
Bulldog claims that this triumph, especially considering the company was only launched in July 2007, is a huge boost as the brand looks to become a serious player in male grooming across the globe.
Revenue for the UK-based company comes in at a modest £2.4m when compared to the estimated $78bn revenue pulled in by the US-based consumer goods giant P&G.
However the 5-strong team is confident of more success throughout the year, particularly with the launch of its range in the US, announced last month.
The move into America, which signifies Bulldog’s largest export agreement to date, will see the UK-based firm launch in all 300 Whole Foods Market stores across the States.
“The opportunity for Bulldog in America is enormous, especially when you see that American men spend over $4 billion on male grooming products a year,” Duffy told CosmeticsDesign-Europe.com.
“It has always been a dream to launch the brand into the US. We first dipped our toe into exporting in January 2010 when we launched in Scandinavia, which has given us the confidence to move into a larger market.”