Harry's Hits Target

Target in August began exclusively stocking a selection of the most popular products sold by shaving product subscription service Harry’s.The products include razors, shaving cream and face wash. At launch, Target also sold an exclusive, limited-edition starter shave set sporting a Target-red razor and a sampling of skincare products for $5. The items hit target.com on Aug. 10 and shelves on Aug. 21.In stores, the brand receives high visibility on a dedicated endcap outfitted with signage that includes a four-foot-tall razor as well as on a four-foot-wide in-line display. Target hosted a launch event for the brand in New York City. An Aug. 28 circular feature promoted the brand as offering a "sharp shave" at a "sharp price." Paid search ads support the partnership, linking to a brand shop within target.com that dangles a free razor with a first-time order through the Target Subscriptions auto-replenishment service (which also regularly promises 5% off and free shipping).“The men’s grooming industry is changing quickly. This evolution is largely driven by the way men are shopping these days. They’re extremely selective, buying online more than ever before, and also care more about expressing their personal style than past generations,” John Butcher, Target's senior vice president of beauty and personal care, said in a post on the retailer's "A Bullseye View" web page. “Harry’s will help us build affinity with these guests, round out our existing men’s shaving assortment and further differentiate Target in this competitive space.”“When we looked for the right partner, we found that over 90% of our customers shopped at Target as well, so it only made sense,” Harry’s co-founder Jeff Raider told Mashable.Harry’s made its name as a premium luxury brand with well-designed packaging and products that is priced more competitively at $5.99 to $15.99.“Our products won’t be locked up behind plastic lock and key, something that frustrated the experience of buying razors in the first place,” Raider said.Harry’s has accumulated more than two million customers since launching in 2013 as the men’s grooming business has boomed. Its largest competitor in the subscription shaving space, Dollar Shave Club, was acquired by Unilever for a reported $1 billion in July.

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