Flamingo razor refills target11/4/2023 ![]() In the women’s razor space, brands like Athena Club, Billie and Flamingo have been shaking up traditional marketing practices of giants like Gillette and Schick. The co-founders also emphasized that the brand sees orders from 60% of U.S. “When we started the brand, we weren’t sure what age demographic we would appeal to, and it’s really been an even split from 18 to 55-plus,” said Charles Desmarais. While hip, design-focused DTC startups in the CPG space are considered to be geared toward millennials, Athena Club’s founders say that the brand is attracting all age groups. Athena Club found in a survey of its customers that only 19% prefer to shop online only, while 16% shop in-store only and 65% like to shop both in-store and online. While the brand offers both individual orders and replenishing subscriptions on its DTC site, retail is an important part of its distribution strategy due to consumer shopping habits. Its customer return rate is 93% across all categories including razor blade refills. ![]() ![]() “We loved our DTC packaging, but for retail, you need to see what the product looks like,” said Athena Club co-founder and co-CEO Maria Desmarais.Īthena Club experienced 140% revenue growth in the last 12 months and is on track to grow by another 250% in 2023, according to Maria Desmarais and co-founder and co-CEO Charles Desmarais. Colorful boxes feature images of the brand’s design-focused razors. To prepare for the launch, the brand adopted less minimalist packaging to stand out on shelves, a trend among DTC brands entering retailers. The products entering Target include five different colors of razor kits, blade refills, shave foam and wax strip kits, all of which will be stocked in the women’s shaving category.
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