General manager of the DTC and wholesale women's razor brand Flamingo explains how she applied experience at Harry's to fill a gap for quality yet affordable shaving among female consumers

While women using men's razors is no news, what may be surprising is that it's still going on—despite the many female-focused brands and retailers on the market. This was top of mind for Allie Melnick, general manager of Flamingo, an offshoot of men's DTC shaving and personal care brand Harry's. As she and her colleagues continued to steal from the boys for affordable products that actually worked, she realized what an underserved category the space still was, and decided to make a change.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in