P&G Expands Joy + Glee Brands

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P&G Expands Joy + Glee Brands

By Jacqueline Barba - 06/26/2020

A year after exclusively launching the Joy shaving brand at Walmart, Procter & Gamble has expanded both its retail reach and brand proposition.

This March, the brand began rolling out to more retailers nationally, including CVS Pharmacy and Walgreens. Joy also added Glee to its branding, repositioning itself as Joy + Glee.

As the brand explained in an Instagram post: “Joy sells razors and Glee sells shave preps. They’re like best friends that are also business partners.” Joy’s product lineup still comprises a pink or teal razor handle and refill cartridges, while the shaving gel and mousse originally presented under the Joy name have since rebranded to Glee.

The Glee shave prep product lineup has also grown to encompass face, body and bikini wax strips as well as honeydew melon-scented hair removal creams for the face and body, all available exclusively at Walmart. A new yellow razor handle added to the Joy line also appears to be a Walmart exclusive, though it isn’t marketed as such. It’s unclear if the new items will roll out to other retailers.

The brand’s marketing efforts continue to lean heavily on a digital and social presence including activity on Facebook, Instagram, Twitter and YouTube. Sponsored social media ads are also common practice. The outreach largely directs to key retail partner Walmart – the only place to carry the brand’s full collection – or to JoyAndGlee.com for a newly added “starter kit” direct-to-consumer subscription option.

At Walmart stores, Joy + Glee receives prime merchandising space in the personal care department on a pink, teal and yellow endcap stocking the wax strips, creams, razors and refills on designated shelves.

The brand has also begun subtly letting its presence be known at its new retailer partners. CVS, for example, plugged the brand in its April 5 circular. CVS only stocks select Joy + Glee products in stores and has yet to offer any online.

Drugstore channel rival Walgreens offers select SKUs both in stores and on its website, where it highlights them with a “New” icon.

Joy + Glee items bundled with other products such as EOS lip balm are also available via Amazon, where the shave brand additionally enjoys its own brand shop.

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