What is the most challenging aspect of helming a direct-to-consumer company? The most surprising? The most rewarding?
Katz-Mayfield: One of the most surprising things after launching online was the demand from our customers to shop our products in store. To be able to reach as many guys as possible and be where our customers want us, we launched in Target and later in Walmart.
The challenge of transitioning from direct-to-consumer to an omnichannel brand is keeping the customer experience as consistent as possible across channels. It’s rewarding to see our brand come to life in physical retail and resonate with guys in the same way that it does on the Harry’s website. Maintaining the look and feel of shopping both online and in store, without compromising on shopping experience for customers, has always been super important to us.
How did your partnership with Heyday come about? How did you land on a detoxifying face mask?
Katz-Mayfield: We know, through research and conversations with our customers, that guys care about their skin a lot; however, few brands really engage with them in the skin care category. We have the expertise and research and development team to make our own skin care products, and we do make some. For our first mask, we wanted to work with a partner who physically deals with men’s skin day in and day out. Heyday’s facials and skin care consultations are highly personalized, and men make up a significant portion of their client base, so they felt like a natural fit. The detoxifying face mask is a product that guys who are highly engaged in skin care will love, and that guys who are less familiar with face masks and skin care might feel compelled to try.