The British men’s grooming brand initially launched its Original bamboo razor in 2018, in response to what it said was a rising appetite for sustainable innovation in men’s shaving. Following 18 months of product development, the launch of its second razor – made with a water-resistant bamboo handle and pivoting steel blade design that incorporated a baobab oil lubrication strip – aimed to plug continued interest in sustainability.
A lack of environmental focus in men’s shaving
“There is definitely appetite for sustainable alternatives in the men’s shaving category,” said Caroline Mallet, general manager of Bulldog Skincare.
“When we looked at the razor market, we saw there was a lack of focus on the environment as almost every brand we could find was using a lot of plastic in the core product and in all the packaging. We wanted to challenge this legacy thinking and that’s exactly why we developed our Original and Sensitive bamboo razors,” Mallet told CosmeticsDesign-Europe.
“…Sustainability is a topic that, rightfully, isn’t going away, with male consumers increasingly wanting products that tick all the boxes – from sustainability to performance. This is reflected in the success of our Original bamboo razor and in the feedback we hear on a daily basis from consumers.”
Bulldog’s Original razor had done “exceptionally well” from its initial UK and Boots-exclusive launch two years ago, she said, now available in 12 countries worldwide and several additional retailers.
Same ethos, different target consumer
Mallet said Bulldog’s latest razor shared the “same ethos” as the Original – delivering a quality shave using a lot less plastic – but appealed to a different target consumer.
“Our new Sensitive bamboo razor has been specifically designed for men with sensitive skin, who haven’t always seen eye to eye with their razor,” she said. “This is a razor they can trust to deliver a close, comfortable and environmentally conscious shave.”
As well as the baobab oil lubrication strip, she said the razor also used “slightly different blade technology” with a built-in guard blade to stabilise the skin flow and protect from irritation.
Mallet said Bulldog Skincare would continue its focus on sustainability, from continued use of sugarcane plastic tubes and recycled materials in packaging to its carbon neutral goals that stretched beyond the CarbonNeutral certified status of its Original Moisturiser product.