Brands Briefing Harry S Turns To A Drop Model For Its Body Wash To Acquire New C

Harry’s, best known for its razors, has cultivated a loyal direct-to-consumer base that skews older, at ages 45 and up. Now, to resonate more with a younger consumer, it’s turning to limited-edition body washes via a new drop model.

In January, Harry’s rolled out Scent Labs, a division of the company dedicated to launching scented products in smaller batches of about 10,000-20,000 units. All of Scent Labs’ products are body washes — the first, a SKU called Redacted, and then later, Cold Plunge and Greenskeeper. The Scent Labs products are sold on Harry’s website, as well as on TikTok Shop, Target.com and Walmart.com. Existing SKUs retail for $16-$18.

This is a member-exclusive article from Modern Retail. Continue reading it on modernretail.co and subscribe to continue reading content like this.