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04/06/2021

Harry’s Rallies Shoppers to Costco

Jacqueline Barba
Associate Editor, Path to Purchase Institute
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Harry’s Inc. supported its recent launch of a club-sized bundle comprising one Truman razor handle and 13 cartridges at Costco with a social media sweepstakes. 

Costco began stocking the bundle — packaged in a distinct orange box — as early as December 2020, but in March took action to drum up support for the exclusive SKU. A March 16 Instagram update from Harry’s encouraged consumers to check out the Truman razor in Costco’s personal care aisles and celebrate the availability of the new bundle by entering a sweeps awarding a $1,000 shopping spree in the form of a Costco gift card. To enter, consumers had to follow @Harrys Instagram account, like the update and tag a friend in the comments section.

Harry’s also tapped relevant influencers such as the “Costco Buys” blogger, who runs popular corresponding social media accounts, to repost the March 16 update Harry’s shared.

In stores, the bundles are merchandised on a branded pallet display with built-in corrugate shelf dividers identifying the SKUs as "new," next to similar displays stocking Procter & Gamble’s Gillette and Gillette Venus razor packs. The in-store price is $24.99, while on costco.com, the bundle is priced at $29.99.

a sign on the side of a building

Among additional launch support, a large email ad in a March 12 Costco email blast to members spotlighted the bundle, emphasizing the “weighted handle” and the “German-engineered blades.” A “Shop Now” button linked to the product detail page.

This isn't Costco and Harry’s first collaboration. The shaving brand reportedly developed Costco’s Kirkland Signature line of razors in 2018.

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