In fact, although the beard trend has hit the men?s shaving sector by ?72m, it?s still worth around ?2.2bn a year, according to market analysts IRI.?David Hildrew, a former marine who saw active duty in the Falklands, got so bored with the daily chore that most men put themselves through that he began to look around for something that would make it quicker and easier. In particular, he suffers from what he calls a ?blue beard? ? in other words a particularly tough beard, in contrast to those he dismisses as the ?bum fluff brigade”. Finding nothing beyond the usual shaving and grooming products, Hildrew set about creating his own. The Bluebeards Revenge range includes a paraben free, premium quality shaving cream, brushless shaving solution and post-shave balm with added ingredients that specifically reduce the appearance of hair growth and combat tough stubble. ?We define a ?blue beard? as someone who suffers from very tough beard growth, someone who is fed up to the back teeth with a five o?clock shadow appearing before lunch,? he explained.? ?The Bluebeards Revenge brand is all about taking ?revenge? on this sandpaper-tough stubble that can blunt the edge of even the keenest razor. Of course, we have now evolved into other areas of male grooming, but our macho messaging is a constant theme.? The key ingredient is Decelerine, which reduces beard growth therefore reducing the need to shave so often. It also helps the skin to recover post shave. In tests, Decelerine showed a 30 per cent decrease in hair length as well as a 16 per cent reduction in hair density after 60 days. Originally, Hildrew introduced the Bluebeards range into his existing online store ? but such was demand that he launched a separate site. The Bluebeards Revenge store also now sells other toiletries and shaving products aimed at what the brand shamelessly calls ?real men”. ?It?s great to see a booming male grooming industry,? explained Hildrew, whose previous business was a survival training school. ?There?s less of a taboo around male grooming and it?s become the norm to moisturise, for example.?
In an industry dominated by a few big players, an SME can find it tough to compete. ?They need a strong point of difference and character,? advised Hildrew. ?Our brand tells a story, it has a personality that people can relate to and buy into. You need to get across the fact you?re different from those highly corporate, faceless organisations. It?s tricky but I believe we do it well.? He went on to say: ?We stand out in a very conservative market. We have a strong point of difference and our branding is spot on. People can relate to us and this means that we have built up a very loyal customer base. We?ve made male grooming cool and edgy and guys are not embarrassed to have our products in their bathroom. We also invest heavily in PR and marketing and really try and push the boundaries.? Innovation is essential too. ?This keeps the interest in the brand high. We also work very closely with our ambassadors and consumers to create new products that they want.? Read more about the shaving market:
- Cornerstone looks to channel Dollar Shave Club success following oversubscribed crowdfunding round
- King of Shaves founder shares his business smarts with launch of Entrepreneur in Residence
- Business lunch: GEAR4 and King of Shaves
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