For years, Gillette and Schick owned 85% of the men’s shaving market, forcing men to choose between “over-priced, over-marketed razors that disrespect [their] intelligence, and low quality, cheap razors that disrespect [their] face.” The co-founders of Harry’s thought it was time to evolve the experience and offer men a more sophisticated, yet cheeky, shaving alternative at a fraction of the price.
Through its online model, and recent purchase of Feintechnik, the company and factory that produces its blades, Harry’s is moving toward complete vertical integration, which will enable it to maintain lower costs, iterate new designs, and get shaving products into consumers’ hands more quickly. Harry’s online approach also allows it to learn more about customers and their shaving needs and behaviors, which will easily translate into unique, future products and services. Its simple and elegant branding is nicely contrasted by its digital communication style that conveys a sense of humor with a dash of irreverence.
We love that Harry’s knows that not all men want the same thing out of a shave and offers them, with no disrespect, the non-mass market experience, yet affordable shaving choices they deserve. From the business model that enables the right price to the personality that brings the brand to life to the handsomely designed razors, Harry’s is the whole package, completely disrupting the traditional shaving market.