The 10% should be shown to you (i.e. on screen) once you register on the website, then emailed to you. It should appear once you have entered your personal details. I will ask our webmaster to do a run through with a dummy account and see if all is as it should be.
Just to clarify the discount code, once generated, can be used against 1 order, but it does not need to be the first order.
I ordered from these chaps as well and couldn't be happier. Got a lovely Semogue Owners Club brush as wel as a few Ogallala bay rum goodies. Arrived very quickly and well wrapped. Very nice to see a store with a reasonable shipping charge and fairly priced good selection of shaving items.