Harry’s Grooming sizes up the British man

Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.

P&G’s Gillette dominates 60% of the $15 billion shave care category, turning out new product innovations constantly; its most recent is a heated razor intended to bring men a similar sensation to a hot towel shave. CFO Jon Moeller has explained the brand’s moves as not only an idea to grow the Gillette brand but to “protect” it.

Why might such a dominant brand need protection? With the rise of DTC brands, notably Dollar Shave Club and, more recently, Harry’s Grooming, the category is seeing new entrants. Their tone and design is less sci-fi and their offer is, frankly,...

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