The Razor Starter Set - Lilac by Fler Srl

Launch Date (First worldwide launch must have been launched within 12 months prior to the event). Date (Month/Day/Year)

04/25/24

Retail Price & Fill Sizes

Price: 24,90€ - Target: Young & Middle-aged Women & Men - Market Segment: Grooming Products & Accessories

Product Description (Function, Benefits, and Target Consumer)

Fler is the razor that redefines shaving, caring for your skin and the planet. The Razor Starter Set includes a durable aluminium handle in 5 colors, two 5-blade cartridges, and a matching wall holder. The lubricating ring, enriched with aloe vera, vitamin E, and jojoba oil, ensures a gentle, irritation-free shave. Featuring patented RolaTek technology, the blades transform friction into rolling motion, adapting seamlessly to different hair thicknesses for a smooth experience. Stylish and built to last, Fler is a modern addition to your bathroom that prioritizes comfort and sustainability.

Product Innovation

The Razor Starter Set Lilac combines ergonomic design, premium materials, and innovative technology for an exceptional shaving experience. Its vintage-inspired aluminum handle, available in five stylish colors, pairs timeless design with practicality, making it both a grooming tool and a bathroom accessory. Key to its performance is the RolaTek patented technology, which transforms friction into a smooth rolling motion for a consistent, irritation-free shave, adapting effortlessly to all hair types while reducing nicks and cuts. The lubricating ring, enriched with Aloe Vera, Jojoba Oil, and Vitamin E, ensures a gentle, hydrating shave that leaves skin soft and nourished. Equipped with two 5-blade cartridges made from Swedish stainless steel, the Razor delivers precision and durability for a close, smooth shave. The included wall holder adds convenience and style, keeping the razor neatly stored and easily accessible. This thoughtful blend of design, performance, and sustainability makes the Razor Starter Set Lilac a standout choice for those seeking a superior and elegant shaving solution. Perfect for enhancing your self-care routine, it offers practicality without compromising on aesthetics or innovation.

Product Claims & Benefits

The Razor Starter Set Lilac combines vintage inspired design with modern functionality featuring an ergonomic aluminum handle in five sleek colors. It includes two 5 blade cartridges with a 360° lubricating ring enriched with Aloe Vera Jojoba Oil and Vitamin E for a smooth, irritation free shave. The RolaTek patented technology ensures effortless gliding by turning friction into rolling motion adapting to varying hair thickness for consistent results The set also includes a stylish wall holder for convenient storage. With 5 Swedish stainless steel blades and 2 design patents this premium grooming tool elevates your self care routine with elegance.

Research, Clinical Tests & Trials Results (Safety & Dermatological)

This razor adapts to different hair thicknesses, as its RolaTek technology transforms friction into a rolling motion to create a smooth, gliding action on the skin. Alongside the razor, the set includes two five-blade cartridges each with a 360° lubricating ring enriched with aloe vera, jojoba oil, and vitamin E, for a smooth, irritation-free shave. The razor is crafted with a vintage-inspired aluminum handle, available in five colors, for a tool that looks stylish in the bathroom. The set additionally includes a wall holder, so it’s neatly stored and easily accessible.

Certifications & Patents

2 Design Patents and 1 Utility Patent.

Ingredients List & Formulation (Mandatory — failure to provide may result in disqualification from the contest)

We promote the Razor Starter Set Lilac across multiple channels, ensuring a comprehensive and engaging customer experience. Our primary focus is on social media, where we leverage Instagram, TikTok, and Facebook to showcase the razor's unique design, functionality, and user experience. Through organic content, influencer collaborations, and paid advertising, we highlight key features such as the ergonomic aluminum handle, 5-blade technology, and the RolaTek system that enhances shaving comfort. Our content strategy includes educational posts, tutorials, and engaging reels that demonstrate how easy and comfortable shaving can be with our razor. We actively promote the Razor Starter Set in email marketing campaigns that target both existing customers and new prospects. These campaigns focus on the product’s benefits, special offers, and personalized recommendations, ensuring that our message reaches customers at the right time and place. We also employ in-store activations and trade marketing with select retail partners, allowing customers to experience the razor firsthand in a physical setting. Our retail partners, including key beauty retailers, feature the Razor Starter Set in-store with prominent displays and dedicated sections, making it easy for customers to see, feel, and interact with the product before purchasing. Furthermore, we are expanding our presence with blog content and educational articles that offer insights on shaving routines, skin care, and the importance of using high-quality products like our Razor Starter Set. These resources help establish us as a trusted authority in the grooming space while providing value to our audience. By integrating social media, email marketing, retail experiences, and educational content, we create a seamless promotional strategy that increases visibility, engages customers, and drives sales across multiple channels.

Technology Features

INCI: PEG-400, Polystyrene, Croscarmellose, Hydroxypropyl Methylcellulose, Stearic Acid, Aloe Barbadensis Extract, Tocopherol, Calcium Stearate, Magnesium Stearate, Glycerin, Hydrogenated Jojoba Oil, Calcium Carbonate, Dimethicone, Glyceryl Stearate, Hydrated Silica, Titanium Dioxide (CI 77891), Octadecyl Di-T-Butyl-4-Hydroxyhydrocinnamate, Tris(2,4-di-t-Butylphenyl)phosphite, Ethylene Distearamide, CI 21108, CI 77266, CI 15850 Format: 110g / 3,7 fl oz Packaging material: FSC Certified Paper Vegan - Cruelty Free - Parabens Free Design: Italian inspired design, Aluminium handle, Reduced use of plastic and handle colours

Sustainability Credentials & Certifications

Fler is deeply committed to sustainability, ethical practices, and social responsibility, aligning our business operations with our core values of individual freedom and acceptance. We believe that hair removal and personal care are deeply personal choices, and we proudly support every body, gender, and personal decision. Social responsibility forms a cornerstone of our mission, evidenced by our 1% sales contribution to LGBTQIA+ initiatives and programs combating gender violence. This reflects our commitment to fostering a more inclusive and respectful society. Our partnership with Up2You has achieved concrete environmental benefits, including 10,000+ kg of CO2 offset and engaging 7,700 customers in four active environmental initiatives. These projects span reforestation efforts and habitat restoration,demonstrating our tangible impact on the environment. On packaging, we have significantly reduced our plastic usage, opting instead for recyclable and reusable packaging. Our innovative reversible boxes, which can be repurposed into house decorations or practical gift cases, exemplify our dedication to reducing waste and promoting sustainability.

How to use it

The Razor Starter Set Lilac stands out in the Grooming Products & Accessories category due to its innovative design, functionality, and premium quality, tailored specifically to meet the grooming needs of modern men. First, the razor’s ergonomic aluminum handle and Italian-inspired design provide a stylish, durable, and comfortable shaving experience. The handle is crafted with precision to ensure a firm grip, ideal for men who seek a high-performance razor that is both aesthetically pleasing and practical for daily use. Its modern hues, including the unique Lilac color, cater to customers who appreciate design and want their grooming tools to reflect their personal style. The RolaTek Patented Technology embedded in the razor’s blades offers enhanced shaving precision and comfort. The five Swedish stainless steel blades and lubricating ring with Aloe Vera, Jojoba Oil, and Vitamin E ensure a smooth shave, minimizing skin irritation, which is essential for people with sensitive skin. Additionally, the wall holder feature sets this razor apart by providing an organized and hygienic way to store the razor, making it both a practical and functional addition to any grooming routine. The combination of innovative technology, sleek design, and effective shaving performance makes the Razor Starter Set Lilac a standout product in the grooming category. Its premium quality, sustainable materials, and attention to user experience align perfectly with the standards expected in this category, ensuring a superior grooming solution.

Market Positioning & Distribution Markets

Our distribution channels consist of department stores, pharmacies, cosmetics shops and selective drugstores, positioning our brand in selected retail environments. We have an established market presence across Italy, Spain, Czech Republic, Hungary, Slovakia, Albania, Estonia, Finland, Ukraine, and Belarus. Our expansion strategy targets several key markets with strong potential for premium beauty products, including the UAE and broader Middle East region, the DACH area encompassing Germany, Austria, and Switzerland, as well as France and the United Kingdom. Additional target markets include the Scandinavian countries, major Asian beauty markets, the United States, and key South American territories where we see significant opportunity for growth.

Website and/or Social Media Channels + Editorial Coverage

www.flerworld.com, @flerworld (Instagram, TikTok & YouTube)

IN PARTNERSHIP WITH

The Razor Starter Set - Lilac

This product is a finalist in the category Men's Grooming Products & Accessories of Cosmoprof 2025