Harry's: Painting the World Orange

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.


When Harry's came to us for a positioning strategy in 2016, they were doing great business-wise, but not making great waves in culture. Together, we felt the need to change that. We developed a positioning that built on their existing culture-forward values, but pushed far beyond – landing on the insight that in today's context, to do better by our guys meant helping them express their whole selves beyond shaving, as decades of conflicting messaging around masculinity had contributed massively to a growing male mental health crisis globally that we, as a grooming brand, were in a position to...

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