As it relaunches its Quattro razor lineup, Wilkinson Sword Intuition is rolling out packaging made with 90% recycled paper and zero plastic, targeting both sustainability and visibility.
Designed to appeal to shoppers, the new packaging introduces ‘bold’ colour accents – aligning with the blush pink and soft violet handle options.
Alongside the ‘intuitive’ on-pack icons, this design is intended to be eye-catching, clear, and easier to understand at first glance.
The box highlights the razor’s pivoting head and built-in safety blades – designed to help women shave their bodies without nicks, cuts or irritation.
Additionally, the packaging is made from 90% recycled plastic and avoids plastic components. Wilkinson Sword hopes that this will improve the pack’s sustainability credentials and streamline efficiency.
The relaunched Quattro range will be available from major retailers like Tesco and Amazon, both in-store and online.
“We’re excited to write the next chapter in our Quattro story!” says Jonathan Norman, marketing director for Edgewell Personal Care. “For over 250 years, Wilkinson Sword has been all about craftsmanship and innovation and now, we’re redefining protection in shaving.
“The new Quattro range combines precision engineering with skin-first design, giving you the confidence of a smooth shave without the worry of nicks, cuts or irritation.
“This isn’t just a razor upgrade - it’s a total rethink of protection, delivering a shave that protects, inspires confidence, and performs every single time.”
The relaunch also features a new campaign for the men’s Wilkinson Sword Quattro range. Boxer Anthony Joshua has been brought on board as the brand’s new Blade Master.
Previously, Wilkinson Sword partnered with B&B Studio to rebrand and restructure its shaving and grooming portfolio. Aiming to differentiate the products from market competitors, the partners reimagined Wilkinson Sword’s double sword logo, introduced black as a core brand colour across all ranges, differentiated ranges through colour blocking, layout and typography, and more.
In other news, Simple joined forces with Lonsdale to undertake a global refresh for its Active Skin Barrier range. This included alterations to Simple’s wordmark and an updated colour palette.
Henkel also relaunched its Fa portfolio with shower gel bottles containing 100% recycled plastic and deodorant packaging made with 50% recycled aluminium content.
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