The new bamboo-based product from Bulldog is being promoted by the brand as a more sustainable alternative to cheap disposable razors, and taps into the rising consumer demand for more ethical, green products.
“What sets the Original Bamboo Razor apart from the rest is the focus on lowering its environmental impact,” says the brand.
“From the natural bamboo handle, to the packaging that’s made from fully recycled stock, using only environmentally friendly inks.”
As the male grooming category remains in focus for the industry, innovating to make it appealing to consumers keen on having less of an environmental impact could be a great way to attract more reluctant male shoppers to spend on their appearance.
No need for sharper blades
Bulldog suggests that for too long, the industry has focused any efforts in razor innovation onto either sharper blades or more convenient retail models - the subscription service, dominated by brands like Unilever-owned Dollar Shave Club, being the key example.
While Bulldog appears to acknowledge that these innovations have led to a more advanced razor offering across the board, it says not enough focus has yet been afforded to the environmental impact of razor products.
“When it comes to the shaving industry, millions have been spent building a sharper razor. The reality is that most blades are now sharp enough,” it confirms.
“And while for some people it can be easier to order online, is that really the best we can do for this generation of shavers? The experts in men’s skincare felt there had to be a better way.”
The company’s new razor offers a water-resistant bamboo handle that can be replaced when it wears out, along with a flexible razor with brushed metal head, five tempered steel blades and a precision trimmer, along with a lubricating strip with aloe.
The razor is retailing in the UK at a RRP of £12.00 and the blades can be bought separately at an RRP of £8.00, with the product hitting the shelves of retailer Boots from August this year.