Remington is investing £600,000 to launch a marketing campaign that aims to capture a bigger slice of the lucrative UK men’s grooming market, according to a report published by the Retail Times.

The brand is hoping to reach 72 percent of men aged 18 to 40 in the UK over a five-month period via a digital, social, PR and shopper marketing campaign known as Remington Legends.

Initially, the campaign will focus on sport, with Remington advertising at key sporting events such as the pre-World Cup friendly between the Netherlands and England as well as competitions and rich content shared on the brand’s social media channels.

“Remington is proud to be the original male shave brand and we recently celebrated 80 years as an industry leader in electric shaving and grooming products. We’re really excited to launch a dedicated shave and groom marketing campaign this year – Remington Legends is the ultimate wingman for every man, on hand to deliver the right products and helping hand to achieve a legendary look,” said Nicole Wedderburn, Brand Manager for Remington Men per Retail Times.

“The campaign is something totally different and new for both Remington and the category – we look forward to seeing the campaign grow and evolve through the different creative assets. We’re continuing to step in a new direction and show our confidence and attitude as a brand, and the Remington Legends campaign showcases that perfectly. We are proud of our reputation as leaders in innovation and won’t disappoint with new products launching in 2018 and beyond.”