A while back we wrote a piece detailing the unprecedented success of Harry’s, a shaving brand that shattered records for referral engagement. In eight short years, founders Jeff Raider and Andy Katz-Mayfield have turned this upstart brand into a genuine contender with the likes of Gillette and Wilkinson.
However, it’s not just a strong and unique brand identity the pair have to brag about, the numbers alone tell the story of their triumph. Using a direct-to-consumer model initially, Harry’s became a player in shaving, with nearly 7 percent of U.S. nondisposable-razor sales in 2019. The company hit annual annual revenue of $200 million in 2017, and according to Inc. magazine, Harry’s Inc. grew revenue by 20% in 2019 and finally became profitable.
The brand achieved this through a comprehensive branding and marketing strategy with the two elements constantly reinforcing throughout both the company’s life and through their customers digital journey.
One of the many beauties of the Harry’s roadmap is that their tactics are based on customer insight rather than having millions of dollars to spend. In a sense, they took the heart of good marketing – good relationships – and leveraged that in intelligent ways to maximise the ROI on the limited resources they had to work with.
We’ve selected five aspects of the Harry’s marketing playbook that we feel have been most effective and explore them throughout this piece.
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Updated December 2022
