For over a decade, Harry’s has been known for doing one thing really well: offering quality razors at a fair price. But something shifted recently. They didn’t just update their logo or toss out a new slogan. They delivered something much bigger—a total brand refresh that stepped away from tired product-first messaging and leaned into something smarter: storytelling that knows when to stop selling and start resonating.
Their latest campaign, “Man, That Feels Good,” doesn’t focus on the performance of the razors. It doesn’t tell you you’ll land a date, a job, or become a movie star with a perfect five o’clock shadow. Instead, it plays out like a mini action film—over-the-top chase scenes, moody lighting, dramatic music—and gently reminds viewers that Harry’s products don’t transform you into someone else. They just help you feel good in your own skin.
The genius? That message lands louder than any “superior shave” claim ever could. And that’s where other brands should start paying attention.
The shift from hype to honesty
We’ve all seen it—ads promising instant confidence, magnetic charisma, or life-changing results with just a bottle of lotion or a tube of toothpaste. Harry’s doesn’t go there. Their campaign leans into absurdity to make a point: these products won’t turn you into a character from a crime film. They’ll just give you a solid shave and a small win in your daily routine.
In a world full of big, flashy promises, that kind of honesty feels… refreshing. And it’s working.
Harry’s has slowly built a loyal following since 2013, but this brand reset signals something bigger. The brand update marks their move beyond direct-to-consumer roots, expanding into physical retail and building out a full men’s grooming portfolio. It’s more than a visual facelift—it’s a reminder of who they are and where they’re headed.
And here’s the kicker: it’s deeply intentional.
What this means for founders and marketers
If you’re building a brand, there’s a real lesson here: don’t chase louder, chase clearer.
What Harry’s nailed is the emotional undercurrent of their customer experience. Instead of slapping on a new logo and calling it a rebrand, they dug deep into what they offer: a sense of ease, simplicity, and no-nonsense care for real guys who are tired of being told they need to reinvent themselves.
That’s what a good brand update does. It doesn’t erase the past; it evolves it.
And you don’t need a seven-figure budget or an ad agency on speed dial to take cues from Harry’s. What you do need is clarity. What are the truths of your brand that customers connect with? What emotional outcome are they chasing when they buy from you? Spoiler: it’s probably not the specs of your product.
Let the story carry the strategy
Harry’s leaned into narrative instead of specs. Their mini-films feel more like short stories than ads. They’re cinematic, funny, even self-deprecating. And in that, they become relatable.
They’re not selling razors anymore—they’re selling the feeling of “I’ve got this.”
That’s what a powerful brand refresh can do. It creates an emotional connection by stripping away the fluff. And because the campaign was rolled out across streaming platforms like Hulu, Disney+, and YouTube, plus social, digital out-of-home, and influencer touchpoints—it stayed consistent and loud without ever yelling.
The numbers will follow. Brand affinity is already growing. They’ve built new touchpoints that keep people engaged beyond a checkout screen. They’ve opened the door for new product category growth, while reinforcing loyalty for their core offering.
This is what we mean when we talk about a brand acting its age—and its ambition.
Take the hint: More meaning, less noise
So, what can you take from all this?
- A brand refresh doesn’t have to mean a flashy redesign.
- Your customer doesn’t want to be someone else—they want to be more themselves.
- Storytelling wins when it’s rooted in truth, not exaggeration.
- You don’t need to promise magic. Promise something real, and deliver on it well.
In marketing, subtle doesn’t mean weak. Sometimes, saying “we just make you feel good” is more powerful than shouting a long list of benefits when boosting brand awareness.
Harry’s knew when to stop trying to be everything—and instead doubled down on being exactly what their customers already liked them for.
Other brands should be taking notes. Or better yet—getting to know themselves again.
FAQ’s
1. What’s the point of a brand update if people already know your product?
It helps you stay relevant and connect deeper, especially as your business evolves.
2. Can storytelling really outperform traditional product marketing?
Yes—people remember how you made them feel, not just what you sold them.
3. Do I need a big budget to pull off a successful brand refresh?
Not at all. Clarity, consistency, and honesty go further than flashy campaigns.