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Harry’s Unveils New Campaign ‘Man, That Feels Good’

Harry's new campaign 'Man, That Feels Good' features a fresh approach to men's grooming.

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News Summary

Harry’s has launched a new campaign called ‘Man, That Feels Good’ to revolutionize men’s grooming. The campaign features a humorous take on crime movie tropes, emphasizing the brand’s expansion beyond razors. It aims to highlight authenticity while making grooming products accessible and relatable. With bold visuals and strategic media placements, Harry’s is set to elevate its market presence amidst increasing competition.

Harry’s Unveils New Campaign “Man, That Feels Good” to Reinvent Men’s Grooming

Have you ever found yourself flipping through the numerous men’s grooming brands out there and thinking, “What’s the fuss all about?” Well, you’re not alone! Enter Harry’s, a brand that’s ready to shake things up with their fresh campaign titled “Man, That Feels Good.” This new initiative not only features a slick visual overhaul but also takes a humorous jab at classic crime movie tropes while shining a light on their range of products.

A Fresh Face for Harry’s

Giselle Balagat, the vice president of Harry’s Brand, shared some exciting insights, saying that Harry’s is no longer just about razors. Nope! They’ve expanded their offerings to include a complete lineup of shaving, body, hair, and skin care products. As Balagat put it, there’s a golden opportunity to uplift Harry’s identity as a “total men’s grooming brand.” What’s the takeaway? They want you to know that they’ve got something for every aspect of grooming.

Honesty is the Best Policy

In a world overly sprinkled with marketing hype, Harry’s is all about keeping it real. The campaign emphasizes that their products won’t magically turn you into a “handsome bad boy,” but they definitely will help you achieve a smooth shave at a fair price. The focus on authenticity seeks to appeal to those tired of the over-the-top claims typically found in men’s grooming ads.

Crime Movies and Creativity

What’s really fun about this campaign is how it cleverly incorporates elements from crime movies. Think getaway drivers and unlicensed plastic surgery, all depicted with a cinematic flair that keeps things fresh. Tim Gordon, the chief creative officer at Zulu Alpha Kilo New York, highlighted the campaign’s desire to stand out amidst a chaotic market filled with exaggerated claims. By framing their narrative with these exaggerated scenarios, they parody the very genre that often contains unrealistic representations of masculinity.

Going Big: TV and Streaming

The campaign doesn’t just stop at being clever; it’s going big on platforms that matter! You can catch their ads across major streaming services like Hulu, Netflix, Peacock, ESPN, Disney+, and more. In addition, they’re utilizing digital out-of-home placements in bustling environments in cities like New York, Chicago, and Los Angeles. Social media and YouTube ads are also on the menu, making sure to maximize visibility.

Bright Colors, Bold Changes

In line with the refreshed visual identity, Harry’s has updated its packaging and logo, bringing in a brighter color palette and a contemporary photographic style, ensuring they pop off the shelves. This is part of a larger plan to enhance their brand recognition and customer appeal.

Growth and Market Dynamics

Looking at the bigger picture, Harry’s is not just playing catch-up; they are in a race against time, especially considering the men’s grooming sector saw a significant leap. Recent reports show that a whopping 52% of men have been using grooming products this year, up from 31% just two years ago! Yet, the competition remains intense, with Procter & Gamble leading the charge, boasting nearly 32% market share, despite being challenged by niche brands and celebrity-driven collections.

On the Way Forward

This new campaign is not just a splash of creativity but also a strategic growth move, with Harry’s planning to boost media spending by an impressive 30% compared to last year. Plus, they are poised to engage with influencers and brand partners in the coming months, reinforcing their presence in the grooming space.

What’s Next for Harry’s?

After being valued at $1.7 billion in a private funding round in 2021, it’s clear that Harry’s is a brand that’s on the rise. Although their plans for a merger with Edgewell hit a snag due to antitrust concerns, they remain focused on diversifying their product line and raising brand awareness.

With this vibrant new campaign, Harry’s is set to shake up the men’s grooming landscape, inviting consumers to find what feels good for them—grooming products that don’t make outlandish promises but offer reliable quality at sensible prices.