Branding by Design

For women, by women


Terri Goldstein, Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator.

After 25 years in advertising and branding, when I look at a store, I see more than shelves. I see a gallery—the collective work of countless designers. I see a battleground—every brand fighting for space and attention. I see shapes and colors and symbols that have mere seconds to work their magic. So, when a brand captures my attention, I know it’s doing something right.


That’s what happened recently as I was shopping at my local Target and saw the Flamingo line of shaving products. Its packaging is minimal and sleek, using modern colors in soft lavender and pomegranate, combined with distinctive logotype—in short, it stands out in a tired category as fresh and innovative.


Flamingo markets to women so well that it might surprise you to learn that it’s a registered trademark of men’s shaving brand Harry’s, which experienced atmospheric success after it was founded in March 2013. In fact, Harry’s was so successful at rebranding men’s razors in an approachable and relatable way that in September, Edgewell, which owns legacy brand Schick, bought the company for $1.37 Billion.


From the beginning, Harry’s wanted to develop a female-centered brand. One of its chief officers told Adweek that it was “one of our most requested items since we launched.” So, Allie Melnick and Brittania Boey, two original Harry’s team members, were charged with bringing Flamingo to life with a mixture of thoughtful insights and eye-catching looks. Women often shave in the shower, so the handle had to be slip-proof. Women also tend to shave more areas of their bodies, so the blade had to be more adjustable. They also offer wax strips—another way some women chose to remove body hair.


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