Harry’s Launches New Campaign ‘Man, That Feels Good’ to Redefine Men’s Grooming

News Summary

Harry’s has debuted its new campaign ‘Man, That Feels Good,’ aiming to redefine men’s grooming with a fresh visual identity and humorous takes on crime movie tropes. The initiative leverages various platforms and emphasizes honest, realistic expectations regarding grooming products. With a significant increase in media spending and expanded product offerings, Harry’s is poised to strengthen its position in the booming men’s grooming market.

Harry’s Launches New Campaign “Man, That Feels Good” to Redefine Men’s Grooming

In a bold and fresh move, Harry’s has just unveiled its latest campaign titled “Man, That Feels Good.” This campaign comes alongside a revamped visual identity that’s here to make waves in the men’s grooming market. So, if you’re a guy who might have thought grooming was just about razors, think again! Harry’s is stepping up its game and wants you to feel good while looking great.

Poking Fun at Crime Movie Tropes

One of the standout features of this new campaign is its humorous take on classic crime movie clichés. Harry’s wants to use this playful approach to communicate some fundamental truths about their grooming products. Giselle Balagat, the vice president of Harry’s Brand, shared that the company has really broadened its horizons over the years. They now offer a whole range of products including shaving, body care, hair care, and skin care.

According to Balagat, there’s a huge opportunity for Harry’s to gain more recognition as a comprehensive grooming brand. They’re not just selling razors anymore—they’re here to help men across all their grooming needs.

Keeping It Real with Humor

One of the central themes of the “Man, That Feels Good” campaign is an emphasis on honesty. Harry’s wants to clarify that while there are no magical products that can turn you into a “handsome bad boy,” they do promise a smooth shave at a fair price. It’s all about keeping expectations realistic in a world where advertising often plays with exaggerated claims.

To drive this point home, the campaign showcases a variety of scenarios that might make you chuckle. Imagine becoming a getaway driver or seeking unlicensed plastic surgery—all presented with a fun, crime movie lens. It’s a unique way for Harry’s to engage its audience while promoting the practicality of their grooming products.

Cinematic Vibes with a Twist

The campaign will also feature a cinematic long-form spot that takes viewers on a wild ride through dramatic moments, eventually leading to an unexpected bonding moment with wolves—it’s an emotional roller coaster! Inspired by films like “True Romance” and “Ronin,” this creative direction stands out in today’s crowded marketplace.

Widespread Reach Across Platforms

This exciting marketing initiative is set to run on some major streaming platforms, including Hulu, Netflix, Peacock, ESPN, Disney+, NBC Sports, and Prime Video. Additionally, Harry’s will increase its visibility in busy cities like New York, Chicago, and Los Angeles via digital out-of-home ads. Social media and YouTube will also play a substantial role in reaching both new and existing customers!

Bold Moves & Fresh Look

But that’s not all! Harry’s has not only invested in an engaging new campaign but also revamped their packaging and logo to feature a brighter color palette with a modern photography style. This update is designed to make their products pop off the shelves and catch your eye the next time you’re at the store.

Investing in Growth Amid Competition

As if all that wasn’t enough, Harry’s is ramping up its media spending significantly—30% higher than last year’s budget! This move is part of their strategic plan to solidify their presence in a booming men’s grooming market. According to industry reports, 52% of men used grooming products in 2024, a jump from just 31% a couple of years ago.

However, the path forward isn’t without competition. Giants like Procter & Gamble continue to dominate the market with a 32% share. Additionally, niche brands and celebrity-driven grooming lines are making the landscape more competitive than ever.

A Bright Future Ahead

With a valuation of $1.7 billion from a private fundraising round in 2021 and aspirations for an IPO, Harry’s is planning for exciting prospects ahead. They previously attempted to merge with Edgewell, but that was blocked by the FTC due to antitrust concerns. Now, it looks like it’s full steam ahead with this new campaign, more product offerings, and a commitment to redefine what grooming means for modern men.

So, gents, get ready to embrace the challenge of looking and feeling good with Harry’s remarkable lineup of products and their witty, engaging new campaign!

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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