Billie Brings ‘Internet Favorite’ Razor to Walmart

Edgewell Personal Care’s DTC razor brand Billie rolled out to 4,000 Walmart stores in February, marking the first time the brand has been available at retail.The lineup earned prime merchandising space on a dedicated endcap display plugging the "under $10" price point and positioning the brand as “The ‘Internet’s Favorite Razor,’” underscoring its "10,000 five-star reviews." The razors, blade refills, shaving cream and travel cases have been available through Walmart.com since January. Billie promoted the launch with a 30-second TV spot (see below) that it also posted to its YouTube channel on Jan. 24. A Feb. 21 Instagram update from Walmart supported."Walmart has been ultra-focused on bringing customers the high-quality products they already use and love to our store shelves, making it even more convenient for them to shop their favorite items during their weekly shopping trips," said Shawn Townzen, Walmart's merchandising vice president for personal care, in a press release. "We're so pleased to be the first retailer to carry Billie, a brand that is delivering innovative products at a value for consumers. It's the latest example of our growing product assortment."Walmart has been collecting DTC exclusives, launching a line of OTC products from Betr Remedies at 2,000 stores in January and adding several celebrity-driven cosmetic brands to its assortment throughout 2021.

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