News Summary
Harry’s has unveiled its new campaign, ‘Man, That Feels Good,’ aiming to redefine men’s grooming. With a fresh visual identity and humorous nods to classic crime films, the campaign promotes their range of personal care products beyond razors. Harry’s emphasizes honesty in marketing, portrays itself as a comprehensive grooming brand, and plans to bolster brand awareness through a significant media investment and creative ads on popular streaming platforms.
Harry’s Unveils “Man, That Feels Good” Campaign to Transform Men’s Grooming
In an exciting move for the men’s grooming landscape, Harry’s has officially launched a new campaign called “Man, That Feels Good.” This campaign not only introduces a fresh visual identity but also aims to shake things up in the world of men’s personal care products. The intention is clear: to poke fun at classic crime movie clichés while spotlighting the genuine benefits of their robust range of grooming offerings.
A Shift Beyond Just Razors
According to Giselle Balagat, the vice president of Harry’s Brand, the company has ventured beyond its initial focus on razors. Today, it boasts an impressive portfolio that encompasses shaving, body, hair, and skin care products. Balagat expressed a strong belief in the potential for increasing brand awareness of Harry’s as a comprehensive men’s grooming brand. “We want men to understand that we’re here for all their grooming needs, not just shaves,” she noted.
Honesty is the Best Policy
The campaign underscores a refreshing honesty about what Harry’s products can provide. It humorously asserts that they can’t turn anyone into a “handsome bad boy,” but what they can promise is a smooth shave without breaking the bank. In a saturated market filled with extravagant marketing claims, this straightforwardness is meant to help Harry’s stand out.
Creative Inspiration From the Big Screen
The campaign features a variety of comical scenarios that might remind viewers of their favorite crime films. Quick-cut scenes involve becoming a getaway driver or even dabbling in some fictitious plastic surgery—each cleverly set in the stylistic tones of classic crime movies. The centerpiece is a cinematic long-form advertisement where a man navigates through a whirlwind of chaotic events, finishing with an unexpected bonding moment with wolves. It draws directorial inspiration from cult classics like “True Romance” and “Ronin.”
A Wider Reach with Streaming Services
Harry’s isn’t holding back when it comes to getting their message out. This campaign will be available on major streaming platforms such as Hulu, Netflix, Peacock, ESPN, Disney+, and more. Additionally, they’re launching an extensive advertising blitz through eye-catching digital out-of-home placements in high-traffic cities like New York, Chicago, and Los Angeles, alongside targeted social media and YouTube ads.
Elevating the Brand with a New Look
Along with the new campaign, Harry’s has also unveiled updated packaging and logos that feature a brighter color palette and modern photography style. The aim? To ensure better shelf identification and a more visually appealing experience for customers.
Significant Investment and Future Plans
The introduction of the “Man, That Feels Good” campaign is part of Harry’s strategic growth plan, which includes a notable 30% increase in media spending compared to their 2024 advertising budget. As the men’s grooming market continues to surge—Mintel reports that 52% of men are using grooming products as of 2024, a substantial rise from 31% just two years ago—Harry’s aims to carve out a larger slice of the market. In this increasingly competitive arena, Procter & Gamble retains the largest market share at nearly 32%.
The Competitive Landscape
As the market warms up, niche brands and celebrity-driven grooming lines are ramping up competition, putting pressure on established brands. Despite a brief dip in sales, Harry’s continues to thrive—and remains a strong player, having been valued at $1.7 billion during a private fundraising round in 2021. They even went on to file for an IPO the following year, showcasing their confidence in future growth.
Looking Ahead
Furthermore, after a previous merger attempt with Edgewell was blocked due to antitrust concerns, Harry’s is taking an independent approach to expand its brand presence. They plan more activations, including partnerships with influencers and brand partnerships in the coming months, to keep the momentum going.
As Harry’s delves deeper into redefining men’s grooming through humor, honesty, and creativity, one thing is clear: this exciting campaign definitely feels good.
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Additional Resources
- Marketing Dive
- Wikipedia: Men’s Grooming
- Muse by Clio
- Google Search: Harry’s Men’s Grooming
- Adweek
- Google Scholar: Harry’s Grooming Campaign
- Adweek
- Encyclopedia Britannica: Grooming Products
- Ad Age
- Google News: Men’s Grooming Market
