The Millennial Shaving Brand

Background

Harry’s first launched in the US in 2013 as a direct challenger to Gillette, hot on the heels of Dollar Shave Club. In 2017 Harry’s arrived in the UK as a digital only retail platform selling subscription razors and blades. 

Through qualitative research we discovered a series of audience insights that would lead to a different approach to a launch than that of the US.

1) Critically, unlike in the US, price was not such a sensitive factor. UK men were happy to pay for Gillette blades. Hence, whilst price was still important it wasn’t the key to drive disruption. 

2) Tone was hugely important and being the opposite to Gillette was a key opportunity. Gillette were seen to portray a clichéd idealised man rather than a more modern, self-aware one who UK guys aspired to be like.  

3) Harry’s orange coloured razor was a key disruptor. It offered choice to guys in the market where there was effectively none. Every product was silver and felt overly high-tech.  

Upon further interrogation it became clear that younger Millennials and Gen X-ers were increasingly confident about their style and grooming. They were expressive in their choice of clothes, hair styling and grooming. Many regarding tattoos and piercings as mainstream. 

Launch

Shoreditch was targeted as the ideal place to launch with a high concentration of Millennials as well as artistic and craft workers. Launched with a campaign that was humble, funny and made a hero of the orange razor. Media used targeted OOH and tube card panels in London supported by online pre-roll and VOD films. 

Results

Sales grew a huge 250% between 2017 and 2018. Harry’s established a clear foothold in the UK market; beating out Dollar Shave Club. 

Over six years in operation they captured 2% of the global market and sold in early 2019 for $1.4bn.