Kroger aims to shave off competitors
The Kroger Co. is ramping up its beauty game by launching a new grooming line for men.
Kroger announced the introduction of exclusive shaving and grooming products called Bromley's For Men, only available in Kroger’s Family of Stores through its delivery and curbside pickup services.
The Bromley’s collection includes a pre-shave prep wash exfoliator, charcoal-infused daily cleanser, shave cream, post-shave balm and a daily moisturizing lotion with SPF 15. The razor is supported by three interchangeable razor cartridges: Smooth Operator 7-Blade, Keepin' it Trimmed 5-Blade, and Single Stroke 3-Blade
"Bromley's For Men offers a complete, customizable grooming experience because Kroger knows it shouldn't be complicated or expensive," said Robert Clark, Senior Vice President of Merchandising. "This new Our Brands product expands our personal care business while simplifying men's shaving and grooming, as we redefine the customer experience through Restock Kroger."
According to a nationwide trial conducted by Kroger, 88 percent of participants said the Bromley's razor provided a smoother shave compared to their current razor, and 80 percent said they would purchase the product.
"Our customers continue to tell us how much they love Our Brands. In 2017, Our Brands achieved its highest-ever unit share and reached $20.9 billion in total sales," added Clark. "Bromley's For Men is a collection that's simple, affordable, and accessible—it will disrupt the men's shaving and grooming category."