Joy Shave razors are sold exclusively at Walmart stores and on its website, accompanied by a campaign targeting younger, busy women to compete with DTC brands

Upstart brands like Billie, Harry's and Dollar Shave Club have pushed CPG corporations to shake up old standards and mass retailers to respond with updated and improved private-label offerings.

Cincinnati-based conglomerate P&G, maker of popular women's razor brand Venus, created a new line called Joy Shave targeted at younger female consumers with less traditional branding relevant to shaving and body hair norms in general. The design and tone of the branding is intended to appeal to millennials with humor and minimalistic aesthetics.

The product serves to compete in a space increasingly populated by DTC brands like Harry's Flamingo, carried by Target, and which also focuses on a more modern conversation about body hair and shaving expectations. Though not technically private label, the Joy Shave line will be exclusive to Walmart stores and online, as the two power players join forces to keep up with the evolving demands of millennials.

Joy Shave


Lead image: Joy Shave via Facebook

Upstart brands like Billie, Harry's and Dollar Shave Club have pushed CPG corporations to shake up old standards and mass retailers to respond with updated and improved private-label offerings.

Cincinnati-based conglomerate P&G, maker of popular women's razor brand Venus, created a new line called Joy Shave targeted at younger female consumers with less traditional branding relevant to shaving and body hair norms in general. The design and tone of the branding is intended to appeal to millennials with humor and minimalistic aesthetics.