Harry’s Brand Strategy Refresh: A Bold New Look and Honest Campaign

Harry’s, the men’s grooming brand that revolutionized the direct-to-consumer (DTC) space, has unveiled a major transformation. The Harry’s Brand Strategy Refresh introduces a new visual identity, an engaging campaign, and a broader product portfolio. This refresh aims to take Harry’s beyond its razor origins and position it as a complete men’s grooming brand, offering everything from shaving products to skincare, body care, and hair care.

The New “Man, That Feels Good” Campaign

A major element of the Harry’s Brand Strategy Refresh is the launch of a bold new campaign titled “Man, That Feels Good.” The campaign uses crime movie tropes to humorously highlight what Harry’s products can and cannot do. While other brands in the grooming space might promise to turn men into rugged, mysterious heroes, Harry’s is sticking to a more straightforward approach: their products simply make you feel good.

The campaign includes a variety of ads, including three 15-second spots, a 30-second spot, and a 70-second long-form ad. These ads start in a bathroom setting and quickly escalate into absurd crime movie scenarios. For example, one of the 15-second spots shows a man becoming a getaway driver for an art heist, while another features forged documents and plastic surgery to assume a new identity. The longer ad takes viewers on a cinematic adventure, where a man goes through a series of thrilling events, only to realize that Harry’s products won’t turn him into a “bad boy”—they’ll just help him feel good.

A Cinematic Twist on Honest Grooming

The campaign’s longer spot is a mini-epic that takes the viewer on an adventurous journey. Inspired by gritty crime films like True Romance and Ronin, the ad blends high-octane action with a grounded, honest message about grooming. Harry’s wants to stand out by embracing authenticity and offering a refreshing break from the over-the-top promises often seen in the industry.

The humor and cinematic approach aim to make a lasting impression on the audience while highlighting the simplicity of Harry’s offerings. The brand’s products won’t transform you into someone you’re not. Instead, they deliver a great grooming experience at an affordable price, with a focus on quality and authenticity.

A Unified Visual Identity

Alongside the campaign, Harry’s Brand Strategy Refresh also includes a complete overhaul of the brand’s visual identity. The new look covers everything from packaging and logos to color palettes and photography. This refresh is designed to unite the entire product portfolio and present a more modern, cohesive brand image.

The updated design is sleek and minimalistic, reflecting Harry’s core values of simplicity and quality. The new logo and packaging offer a more sophisticated look that aligns with the brand’s expanded range of grooming products. The refreshed visual identity will be rolled out across various touchpoints, including product packaging, digital media, social channels, and in-store displays.

Expanding Beyond Razors

Since its founding in 2013, Harry’s has evolved significantly. The brand initially became known for its direct-to-consumer razor subscription model but has since expanded into a broader range of men’s grooming products. The Harry’s Brand Strategy Refresh marks the next step in this evolution, as the brand seeks to position itself as a total men’s grooming solution.

Giselle Balagat, vice president of Harry’s Brand, explained the brand’s growth, stating: “Just over twelve years into our journey, Harry’s is much more than a razor brand and has grown far beyond our DTC roots. We know there’s a huge opportunity to grow awareness of the other categories we play in as a total men’s grooming brand.” This expanded portfolio now includes skincare, body care, and hair care, all of which will benefit from the refreshed branding.

Strategic Marketing and Reach

As part of the Harry’s Brand Strategy Refresh, the brand is investing heavily in marketing across multiple platforms. The campaign is featured on streaming services such as Hulu, Netflix, and Prime Video, ensuring broad exposure. Additionally, Harry’s is running digital out-of-home ads in high-traffic areas in cities like New York, Chicago, and Los Angeles. The brand is also leveraging paid social media campaigns across platforms like Meta and TikTok to reach a wider, more diverse audience.

These marketing efforts are designed to build awareness and engage potential customers across various channels. The integration of influencer partnerships and social media activations will further amplify the brand’s message.

Conclusion: Embracing Authenticity and Simplicity

The Harry’s Brand Strategy Refresh is an exciting step forward for the brand. With a new visual identity, a playful yet honest campaign, and a broader product offering, Harry’s is positioning itself as a comprehensive, reliable brand in the grooming industry. By focusing on simplicity and authenticity, Harry’s is sure to stand out in a market full of exaggerated promises. Whether you’re looking for a smooth shave or effective skincare products, Harry’s offers a grooming experience that helps you feel good, without any gimmicks.

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