Harry’s Debuts Its 2020 Shave With Pride Set to Celebrate LGBTQ Creatives

The brand is donating all U.S. profits to The Trevor Project

Each limited-edition set includes a unique handle, three blade cartridges, shaving gel and a travel blade cover. - Credit by Harry's
Headshot of Paul Hiebert

To help kick off Pride Month, men’s care brand Harry’s has released a new shave kit in conjunction with a campaign titled “Design with Pride,” which honors creative individuals within the LGBTQ community.

Harry’s has published short profiles of a dozen LGBTQ designers, architects and academics who offer advice, state their personal motto and define what Pride means to them. Members include Debbie Millman, chair of the Masters in Branding program at the School of Visual Arts.

Each limited-edition Shave With Pride kit comes with a unique iridescent handle, three blade cartridges, shaving gel and a travel blade cover.

Spanish-based illustrator José Roda, who worked with the brand on a similar project last year, drew the portraits featured on the Design with Pride website and shaving kit. The set costs $25 and is available for purchase on Harry’s own website, along with retailers such as Target.com and Walmart.com.

According to Scott Newlin, vp of design at Harry’s, the kit’s cover image, which features four faces—three of which have unreal skin tones of red, blue and green—is meant to play up the differences within the community. As for the razor itself, Newlin said it shouldn’t be considered an LGBTQ razor designed for LGBTQ people. Rather, the idea is that grooming is for everyone.

“We didn’t go reengineer the razor for someone in the community,” said Newlin, who’s been with Harry’s since the brand launched in 2013. “It’s about telling the story and giving back through our charitable partners.”

Similar to previous years, the brand is donating all U.S. sales of this initiative to the LGBTQ nonprofit The Trevor Project, while £10 of every U.K. sale is bound for the Albert Kennedy Trust. Since 2018, Harry’s has raised nearly $300,000 for LGBTQ organizations such as The Trevor Project and GLAAD through similar projects.

Harry’s is pushing the campaign on its own social channels, encouraging users to share the hashtag #shavewithpride.

In February, CPG manufacturer Edgewell Personal Care dropped its attempt to acquire Harry’s for $1.37 billion after the Federal Trade Commission sued to block the transaction over concerns that the union would hurt competition and innovation.

Harry's

Harry's


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@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.
Publish date: June 1, 2020 https://dev.adweek.com/retail/harrys-debuts-its-2020-shave-with-pride-set-to-celebrate-lgbtq-creatives/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT