You’ll know him as one of the all-conquering Dragon’s from the TV institution Dragon’s Den, but this week Theo Paphitis embarks on a new project – searching for the UK’s best and brightest young entrepreneurs BBC Two’s ‘Britain’s Next Big Thing’.
Men’s grooming brand Wingman and its creator Stuart Jolley are among a number of products and entrepreneurs in the series, which follows him through the process of developing his launch product – a premium male deodorising wipe that has been engineered for men on the go. It’s a classic David vs. Goliath battle as the 24 year old goes up against competitors like Lynx for a slice of the multi million pound male grooming market. Wingman is a product that’s been on the market since late 2010, but with the help of the BBC2 series, April 2011 is going to be the month that Wingman truly takes off.
For those of you new to Wingman Deodorising Wipes, they are extra large ‘man sized’ wet wipes, created for busy men who’s personal heigene is vigorously tested by their daily lives and the environment around them. They don’t have time to shower, but still need to freshen up instantly and feel confident at all times – something that we can all appreciate. Clearly there’s a huge market for such an innovative product – whether you’re a regular urban commuter, a long suffering employee in a stuffy office or a regular clubber – you’ll have been in situations where you’d have needed Wingman buy your side. It’s a mystery why no one has ever come up with anything like this for men before? It’s so simple, yet equally as ingenious – and once you’ve tried it (like all great products) you’ll wonder how you ever did without it.
The product itself contains a refreshing mix of ingredients including soothing aloe vera, cooling peppermint oil and invigorating ginseng, to revive and refresh whilst effectively removing dirt, oil and bacteria. It ticks all the grooming boxes, but when push comes to shove will Wingman Deodorising Wipes stand up and be counted?
Theo Paphitis is no mug, he knows a good business idea when he sees it. And in Wingman Stu Jolley has one hell of a good business idea. But I’m not Theo Paphitis, I’m not interested in profit margins – I’m interested in whether Wingman is there in our hour of grooming need.
After trying the product in a number of situations (post gym, the commute, in the overnight bag and on a night out) I can confirm that Wingman really does have your back. The wipes are big enough to be considered ‘man-sized’, the fragrance is refreshing without feeling overpowering, and the cleansing performance is really impressive – even good enough to be used on your face. Priced at a mere £3.56 for eight wipes, they come individually wrapped making them portable as well as practical, and the packaging would sit comfortably alongside anything a luxury brand has to offer.
Wingman hit the market in 2010 a festival essential, a man bag essential and a desk drawer essential. But in 2011, Wingman Deodorising Wipes will become the grooming essential of the year. And for that reason, “I’m in”.
The Verdict: 5 out of 5
The Wingman wipes are currently on sale exclusively in Boots stores nationwide and are priced £1.22 for a box of two or £3.56 for eight.