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Can Harry’s work their Millennial magic on fading personal care brands?

May 31 2019

Can Harry’s work their Millennial magic on fading personal care brands? The brand that “made shaving cool” was acquired by Edgewell Personal Care this month, and now its founders are tasked with “reviving” labels like Schick, Banana Boat, and Hawaiian Tropic. While Harry’s is a smaller brand, its sales have been on the rise and pose a direct threat to mainstay companies, as we found in our Brand Report. Meanwhile, Edgewell’s more traditional brands have stagnated or faltered, so purchasing the direct-to-consumer disruptor is partly to shake things up company-wide. (Business of Fashion)