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The Associated Press reports that Harry’s, the disruptive men’s shaving company, is launching Flamingo, described as “a direct-to-consumer hair removal and body-care brand for women.” The company says that the new brand is a response to the fact that many women used the men’s line.

According to the story, “Flamingo is the first brand to emerge from Harry’s Labs, an offshoot of the company that has chipped away at the market share of industry giant Gillette, capitalizing on consumer frustration with pricey razors. Harry’s received $112 million in new funding earlier this year to develop new brands, with a vision to becoming a major consumer-products company to compete with the likes of Gillette parent Proctor & Gamble.

“Flamingo offers a five-blade razor, waxing kits, shaving gel and body lotion for women.”and will be sold on a dedicated direct-to-consumer site.

The story notes that “Harry’s remains a relatively small player, with 2 percent of the market … But its direct-to-consumer model has helped create a sense of intimacy with its customer base that bigger brands find hard to replicate.” The company is hoping to replicate that sense of intimacy with Flamingo, and “make women more comfortable talking about shaving and waxing.” One difference with the new brand, is that products won’t be delivered on a scheduled subscription basis … apparently because women’s shaving schedules tend not to be as consistent as men’s.
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