It's been a big year for Harry's. The brand was acquired by Edgewell Personal Care in May, begun selling their products in store, via Boots in April, and Sainsbury's in November. In this Q&A, DTC Daily speaks to Matt Hiscock, general manager UK, Harry's, about another big moment in the brand's year - the rolling out of their Shower Gel and Hair product to diversify their offering. 

DTC Daily: Why has Harry's decided to launch the Shower Gel and Hair product offering in the UK? 

Matt Hiscock: We do a load of research when exploring new products and categories, speaking to over 3000 men and working with our team of more than 600 engineers, designers, craftsmen, and chemists who make our products from the finest materials and ingredients to ensure we deliver something that men really want. Customers are at the heart of everything we do, and because of that our dedicated customer experience team provide feedback that helps inform many of our decisions as a business. Following the launch of shower & hair in the US we saw a huge drive in interest from UK based customers. We listen to what our customers want, they drive the demand! 

Of all the products in the toiletries category, why has Harry's decided to innovate within shower gel? 

We saw an opportunity to build a brand that was different from the leading players - a brand that is more relatable and thoughtful than the outdated and disconnected men’s brands on the market. Since taking on shaving, we’ve begun to address the same challenge across other categories in men’s care, the natural next step was to offer our guy more products that meet his needs. Our customer insights inform us that men care a great deal about having quality ingredients and accessible choice on the shelf. The shower gel was born out of a happy accident! The same engineer who developed our Foaming Shave Gel had some of it on his hands in the lab, and when he went to wash it off he noticed that it continued to bloom into a big, rich lather. As Foaming Shave Gel is a soap-based formula, we used the same patent-pending technology to create a soap-based body wash, boosting the lather without the use of sulfates. 

Harry's razors are sold via subscriptions and in Boots. Why is this important, and will the same model be followed for Shower Gel and Hair? 

The fundamental idea behind Harry’s is to make shaving and grooming more enjoyable and accessible for guys everywhere. This has remained the same since we launched and continues to steer the brand as we grow. Our customers are so important to us and we want to ensure that we’re delivering them the best and most cost-effective products, in the most easy and straightforward way. The DTC model allows us to build direct and valuable relationships with our customers, we listen to them daily and optimise the brand experience based on their feedback. Since launching in over 300 Boots stores across the UK in April, we have learnt that customers love to buy our products in retail as well as online, so will be launching the shower gel and hair range in stores from the 27th October. Our goal has always been to make the daily routine more enjoyable for guys everywhere regardless of where they shop. 

Is the target audience for the new product the same as for the razors? 

Our ambition is to create exceptional personal care products that better meet the needs of men. Our customers don’t fit into just one specific mold. We’re a brand that’s for every guy and one that puts the customer first, this will be continuous throughout all our product categories. 

How does Shower Gel and Hair differ from other competitor products? 

We know from our customers, that men care a great deal about having quality ingredients and accessible choice on the shelf. We believe that grooming products should be uncomplicated and easy to navigate, so we developed the new ranges with this in mind. Rather than overdesign or overcharge we prioritise quality craftsmanship and thoughtful design and we’re proud to bring this ethos into the new range which truly delivers a premium scent experience. Forget smelling like a nightclub or a forest – we recognise that guys have sophisticated fragrance preferences, and we’re providing that through three original scents in our shower gel range - Stone, Shiso and Fig. Across each of our products we develop high quality and unique formulations that are refreshing and give a balanced clean; using ingredients that are non-stripping and don’t include sulfates. 

Can we expect to see Harry's continue to innovate in the personal care space? 

We have multiple initiatives in the pipeline and are absolutely dedicated to building Harry’s to provide guys with the best products and experiences possible, putting the enjoyment back into the daily routine. We are excited to continue to expand throughout the men’s care category and give guys better options than what’s traditionally been available to them. Stay posted!