Harry’s Grooming sizes up the British man

Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.

P&G’s Gillette dominates 60% of the $15 billion shave care category, turning out new product innovations constantly; its most recent is a heated razor intended to bring men a similar sensation to a hot towel shave. CFO Jon Moeller has explained...