A Plymouth online retail business has launched its first branded product — designed to separate the men from the boys.

Shaving Shack anticipates that demand for its distinctively Jolly Roger-packaged shaving soap, Bluebeard's Revenge, is going to rocket.

And with tongue-in-cheek cheek slogans boasting that only real men should buy in to the product, the firm has already challenged leading brand King of Shaves to test their macho mettle, with a "shave-off" competition.

Bluebeard's Revenge was formulated after two years of market research and is believed to be the first men's shaving cream to contain Decelerine, an ingredient that gradually inhibits the activity of hair follicles. It is aimed at alpha males with tough stubble, fed up with the appearance of a "Desperate Dan chin" by five o'clock.

Shaving Shack was established in 2005 by David Hildrew, as a spin-off enterprise to his online lingerie store Wickedelic.

"There was a very large niche following, but what we had always wanted to do was to develop our own brand," said Mr Hildrew.