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.
Over the last few months, Harry’s has seen Scent Labs become a valuable customer acquisition channel. At the moment, more than half of customers purchasing Scent Labs products on Harrys.com are new to the site, Giselle Balagat, chief marketing officer of Harry’s, said in an interview. Balagat added that new customers are also purchasing items like shave gels or colognes, in addition to Scent Labs body washes. “The program is actually functioning as an entry point, not only into the category, but [also into] our brand,” she explained.
Harry’s launched in 2013 as part of the DTC 1.0 era, though it has since heavily expanded into wholesale. While the brand is known for its razor subscriptions, it sees a major opportunity in developing scents, Balagat said. The company works with a French fragrance house to source materials, and it’s hoping to grow that part of its business in the coming months — including potentially bringing Scent Labs scents to other categories. There is, however, an inherent challenge in marketing scents to people online, the brand shared. “How do you visually bring that to life, so [customers] understand [the scent] in their heads?” Balagat asked.
