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The razor blade industry was basically invented in 1880. When William McKinley took office in 1896 as the first US President since Abraham Lincoln to be clean shaven, the barefaced look became a cultural norm. Nearly every drug and grocery store have an aisle dedicated to shaving implements these days, ranging from tiny plastic single-blade razors to larger electric ones. When the Harry’s brand appeared on the scene in 2013, sporting unconventionally sleeker and hipper designs, it proved that your shaving tools can be as eye-catching as any other accessory.
While many may enjoy the more affordable prices, the company’s pride is in its branding—both for products and in-store displays—that takes inspiration directly from its consumers. “We start by researching the latest trends in our industry and analyzing customer data to gain a deeper understanding of their preferences and behaviors,” says Joshua Leonard, senior designer of store design and development who has been with Harry’s for more than six years now.
Leonard is part of a diverse team of people, working in New York and London, who create in-store merchandising for the brand: the distinctive mid-aisle and endcap displays you see in your local retail outlets. When his team is designing concepts, the consumer is always top of mind. “In today’s highly competitive marketplace, it’s more important than ever for brands to be their authentic selves,” he says. “Consumers are increasingly savvy and can quickly spot brands that are trying too hard or being disingenuous.”
But when a brand gets it right, “it can create a powerful emotional connection with its audience that goes beyond just selling products or services,” Leonard says. According to him, the key to pulling it off is to have a concrete sense of the brand’s mission, what sets it apart, and its personality, then to leverage those qualities.
“There is something truly special about working with people who have different perspectives and skills, but who share the same goal of providing exceptional brand engagement for our customers.”
Joshua Leonard
“When a customer walks into the store, the display is one of the first things they see, so it needs to be visually appealing, informative, and engaging,” says Leonard, noting that disruption is a favored method his team uses to catch the eye of a passing shopper.
Take color, for example. While most brands rely on energetic reds, cheerful yellows, youthful neons, or sophisticated golds, Harry’s goes in another direction with more muted tones like navy and sky blue paired with pops of bright ones like orange or aqua. It’s unexpected, much like the brand’s choice to limit how manyproducts are on the shelf, keeping things intentional.
“The display typically includes a variety of products that we want to highlight and promote,” he says. “We carefully curate the selection to showcase the best products and create a cohesive theme or story that ties everything together. The display features signage, graphics, or other visual elements that draw the eye and communicate key messages about the products and the brand.”
One of the brand’s most iconic graphics was an endcap featuring a life-sized cutout of a cartoon man standing in his boxer shorts, shaving his face in the mirror with his dog dutifully sitting beside him. It was a playful representation of the everyday customer and helped humanize the brand. Leonard notes that this visual was inspired by a few Harry’s employees.
External vendors also help bring these concepts to fruition. “We have been very fortunate to have the opportunity to partner with Joshua on many Harry’s and Flamingo ISM projects over the last few years. He is a pleasure to work with and his designs are always innovative and well-thought-out to enhance the brand presence at retail,” says Jonathan Palmer, vice president of retail technology and innovation at Innomark. “Joshua is always receptive and open to our thinking if it benefits the design or production. The Innomark team looks forward to continuing to collaborate with Joshua on new and exciting programs in the near future.”
“Consumers are increasingly savvy and can quickly spot brands that are trying too hard or being disingenuous.”
Joshua Leonard
It’s clear that Leonard is a passionate designer, but he is also dedicated to being as sustainable as he can during the process. “It is an exciting challenge to identify innovative solutions that not only enhance the customer experience but also benefit the environment and our bottom line,” he says.
In 2021, Harry’s teamed up with Made Thought to create a zero-waste packaging concept: it featured a water-soluble pouch that, when rinsed, would dissolve to reveal a Harry’s razor with a permanent handle made from 100 percent recyclable materials. It premiered at the Miami Design Week showcase that same year. While it wasn’t rolled out into stores, it was an endeavor that paved the way for more sustainable experimentation and holistic approaches to design.
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“These initiatives require a serious cross-functional collaboration, and I am proud to be part of a team that is committed to making a positive impact on our business and the world we live in,” Leonard says. This type of creative problem-solving is something he also credits to his team being diverse.
“A diverse team ultimately unlocks collaboration,” Leonard says. “I love being in the middle of a team, leveraging everyone’s expertise to find the best in-store experience for our customers. There is something truly special about working with people who have different perspectives and skills, but who share the same goal of providing exceptional brand engagement for our customers.
“I thrive on the energy and creativity that comes from bouncing ideas off each other and working together to find the best solutions,” he continues. “And when we finally come up with a plan that we all believe in, it’s incredibly rewarding to see it come to life and make a real difference for our customers. For me, diverse collaboration is not just a means to an end, it’s a valuable experience in and of itself.”
Today’s retail requires multifaceted strategies that reach consumers in-store, online, and everywhere in between. Innomark builds bridges between the physical and digital worlds with innovative displays, retail environments, experiential retail elements, and custom packaging. Our Retail Without Boundaries (RWOB) team offers agency services and conceptual creative, while our in-house manufacturing capabilities provide flawless execution. We operate five production facilities, as well as two sales, design, and support centers to efficiently service clients in all major markets. Innomark is proud to partner with Joshua Leonard and Harry’s to deliver visual marketing solutions that attract attention, engage shoppers, and convert sales.
