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Kroger launches men’s grooming line

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Bromley's For Men is retailer's new own brand line

Bromley's For MenCINCINNATI — Kroger Co. has introduced a new store brand men’s shaving and grooming line. Called Bromley’s For Men, the line includes premium razors and replaceable blades, shaving accessories, and skincare. The products are available exclusively in the retail company’s stores and through its delivery and curbside pickup services.

“Bromley’s For Men offers a complete, customizable grooming experience because Kroger knows it shouldn’t be complicated or expensive,” said Robert Clark, the retailer’s 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 Kroger, the company’s Our Brands team worked with skin care expects to develop the new line. The Bromley’s collection includes: a pre-shave prep wash exfoliator; charcoal-infused daily cleanser; velvety shave cream; post-shave balm; and a daily moisturizing lotion with SPF 15. The skincare products complement the premium classic razor, supported by three interchangeable razor cartridges: Smooth Operator 7-Blade, Keepin’ it Trimmed 5-Blade, and Single Stroke 3-Blade.

“Our customers continue to tell us how much they love Our Brands,” Clark said. “In 2017, Our Brands achieved its highest-ever unit share and reached $20.9 billion in total sales. Bromley’s For Men is a collection that’s simple, affordable, and accessible — it will disrupt the men’s shaving and grooming category.”

Kroger said that in a nationwide trial, 88% of participants said the Bromley’s razor provided a smoother shave compared to their current razor, and 80% said they would purchase the product.


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