Both rely on their direct-to-consumer sites and subscriptions for reoccurring revenue and have no third-party partners. Razor brands Angel Shave Club and Billie, both made for and marketed to women, debuted in 20, respectively. The top-selling women’s brands are Procter & Gamble’s Gillette Venus and Edgewell Personal Care’s Schick. The women’s hair removal opportunity has been slower to take shape, though it’s a $1.4 billion market in the U.S. For its part, Procter & Gamble’s Gillette saw its share slide from 70 percent a decade ago to below 50 percent in 2017. According to Euromonitor, Harry’s held 2 percent of the $2.8 billion men’s shaving market in 2017, while Dollar Shave Club held 8 percent. Harry’s, along with Dollar Shave Club, which launched in 2011 and was acquired by Unilever for $1 billion in 2016, upended the men’s shaving space. It’s not typically a place she goes to discover something new, so we wanted to bring something disruptive and innovative to her.”
“The shaving aisle for women has not been touched in decades. “We took our cues from beauty,” said Flamingo gm Allie Melnick. The women-centric brand is betting on past lessons from Harry’s experience in Target and also carefully examining the differences between the beauty department and personal-care experiences in stores to succeed. Since, Target has on-boarded a slew of digital upstarts, from cosmetics brand Makeup Geek to toothbrush company Quip.
When Harrys’ expanded into Target in 2016, it “resulted in a revamp of the category as a whole, bringing consumers back to the men’s grooming aisles,” said Kayla Villena, senior research analyst at Euromonitor International. Christina Hennington, svp of beauty, essentials, hardlines and services at Target, said Flamingo’s curation of shaving and wax products fits into the retailer’s “digitally native” brand strategy, which involves bringing DTC-first companies onto its shelves and site for newness.
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