P&G Launches New Brand Exclusively at Walmart

Procter & Gamble this month launched a new shaving brand dubbed Joy exclusively at Walmart. The brand is targeted at women, comprising a razor with a pink or teal handle, refill cartridges as well as shaving gel and mousse.The products make a fresh statement in store personal care departments with prime merchandising space on an endcap display from WestRock employing bold pink and teal color blocks and multiple circular elements including a wheel edged with a parade of the unboxed shavers. In the aisle, an in-line header and plastic violator showcasing the shavers out of the box call attention to the brand’s positioning within the shelf set.Support on walmart.com has included a home page carousel ad and display ads running throughout the site, both linking to a dedicated brand showcase. Paid search ads support.A dedicated standalone website as well as Instagram, Facebook and YouTube accounts all link back to walmart.com for purchasing. The brand also has commissioned posts from bloggers and distributed free samples to solicit user reviews. Media support includes an article and upcoming launch event by PopSugar.On walmart.com, Joy items range in price from $3.47 to $15.97, with a Joy razor and two refill cartridges priced at $8.97. The new product uses Gillette blades but doesn't play up the affiliation, its only indication being a subdued Gillette logo on the blade mechanism. Not making that claim in its positioning lets Joy skirt a storm of controversy surrounding Gillette for its recent “The Best Men Can Be” ad.Joy rolls out on the heels of rival and digital-native brand Harry’s launching a women’s body care brand exclusively at Target.