NEW YORK – Today, Harry's, the men's grooming brand, unveils Harry's Plus, its new, next generation razor system, and the most significant launch in the brand's history. The culmination of a decade of research, development, and engineering, Harry's Plus sets a new standard for delivering a premium shaving experience at an exceptional value.
Harry's co-founders, Jeff Raider and Andy Katz-Mayfield, founded the brand in 2013 and transformed the shaving market by making high-quality razors and offering them to customers for honest prices. Today, Harry's is the #2 men's shave brand in the U.S. and accounts for 25% of non-disposable men's razor systems sold. Harry's is the only major shave brand that has consistently grown in volume for the past 3 years.
Now, the brand is launching its biggest innovation yet: a new shave system that delivers on the same promise Harry's made when it launched 12 years ago: exceptional quality and great value.
"Since founding Harry's, we've had a vision to create a next generation razor system that could deliver truly premium performance," said co-founder and Mammoth Brands co-CEO Jeff Raider. "Less than a year after launching Harry's, we decided to buy a 90-year-old razor blade factory in Germany because we knew it would be critical in enabling us to innovate in a big way. After 10 years and endless prototyping, testing, and building, we're so excited to be launching Harry's Plus, our best shave ever."
Harry's Plus is a whole new razor system with an advanced pivoting cartridge that effortlessly adapts to the contours of your face, 5 German-engineered blades that shave progressively closer to your skin, a lubricating strip with aloe for enhanced smoothness, and an ergonomic metal handle. As a result, Harry's Plus delivers the brand's smoothest and most comfortable shave ever. The innovation is powered by significant capital investment in custom machinery at the Harry's factory in Eisfeld, Germany where millions of Harry's Plus cartridges will be made annually.
"Our mission has always been to 'Create Things People Like More' and Harry's Plus is the ultimate reflection of that," said co-founder and Mammoth Brands co-CEO Andy Katz-Mayfield. "Being able to reach millions more customers with such an incredible shaving experience that comes at a fraction of what our leading competitor charges is what we've been building towards since day one."
To launch Harry's Plus, the brand developed a creative campaign that details the journey of the product's creation, centered on a hero film led by creative agency Mythology and directed by documentary filmmakers Henry Joost and Ariel Schulman of Supermarché.
Harry's Plus is available exclusively on Harrys.com (Harry's Plus Starter Set is $10) and will be sold alongside Harry's Original lineup of razors.
