With the push for an elevated profile, the brand sees “Man, That Feels Good” as an evergreen concept that will run through 2025, at least, with Balagat calling it “fruitful territory” for future iterations.
New and very blue
Along with the videos, Harry’s has updated its packaging, with a sleeker design and type style, and a bright blue color that’s consistent across products to help shoppers identify Harry’s on shelf.
Mythology, having worked with Harry’s on creative campaigns in the past, returned to help with the redesign and brand identity, with an assist from Collins.
The moves come as the men’s grooming category has exploded—52% of men report using such products in 2024, up from 31% just two years earlier, per Mintel. Sales of products like deodorant, lotion, shampoo, face soap, and hair gel surpassed $6 billion in the U.S. in 2024, according to the research firm.
Despite a recent dip in sales, packaged goods behemoth Procter & Gamble still leads the way with nearly 32% market share, Mintel says. (Conglomerate Edgewell Personal Care tried to merge with Harry’s in 2019, but antitrust issues killed the deal estimated to be worth $1.37 billion).
Aside from health and beauty giants, niche brands have increasingly rushed into the space, adding to the fierce competition. And a growing number of celebrities are touting their own brands, including Harry Styles (with Pleasing), Pharrell Williams (Humanrace), Brad Pitt (Beau Domaine), David Beckham (House 99), Idris Elba (S’able Labs), and Dwayne Johnson (Papatui).