Online Shaving Company Humanizes Their Brand With Origin Advertising
Subscription-based shaving company Harry's created a new campaign that tells a personal story about what the company stands for (beyond the grooming)
There’s a lot of money to be made in the men’s grooming industry, specifically $3.3 billion. So competition tends to be fierce. To carve out their own place in the hyper-competitive shaving industry, Harry’s, a New York-based subscription shaving service, created an advertisement focused on sharing the co-founders’ humble beginnings and to put a friendly face (or two) to the company’s brand.
It’s a humanizing approach that the Dollar Shave Club, another online men’s grooming company, has used in the past when presenting their once-lesser known product to consumers.
The highlight of Harry’s story began when they started to feel cheated by the companies they were buying their own personal razors from. To combat this, Raider and Katz-Mayfield decided to start their own company and eventually moved their enterprise to a 100-year-old German razor factory in 2015.
Harry’s has released their un-cut advertisement online where consumers can get a first look on YouTube, Hulu and various other online media platforms.:
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