• by Sarah Mahoney  @mahoney_sarah, March 12, 2025

Flamingo, the women’s razor brand owned by Harry’s, is leaning into ‘80s nostalgia with Moisture+, a new product designed to eliminate the need for shave cream -- and maybe shake up the sleepy shave aisle.

Its biggest campaign yet draws on infomercial-style ads, airing across linear, digital, and streaming platforms, all with leg warmers, static graphics, and plenty of retro flair.

“The razor category has seen little innovation in recent years,” says Vikki Williams Cornwall, Flamingo’s vice president. “And the advanced moisture segment has been ripe for disruption.”

Research showed consumers were frustrated with bulky handles, underwhelming performance, and the hassle of keeping razors dry between use. Moisture+ aims to address all of that with a four-blade razor, a moisturizing strip with aloe and shea butter, and a shower-friendly wall mount.

“We wanted to create a more elevated experience while still delivering value,” Cornwall tells Marketing Daily. “Flamingo is about turning hair removal from a chore into a choice. And this ‘just add water’ product is another way to do that.”

While Flamingo still sells directly to consumers, it now has a strong retail presence in food and drug stores.

“Our core customer is savvy about beauty products and wants to know exactly what she’s getting,” Cornwall says. “This razor delivers a close, comfortable shave while saving time by skipping the shaving gel. Even the handle is more ergonomic than other brands.”

She expects the all-in-one format will bring new users into the fold: “These are consumers looking for products that work the hardest for them.”

Cornwall, who joined Flamingo a year ago from RoC Skincare, says she’s still catching up on the intensity of shaving preferences. “Some people love our original razor with shave gel and follow it with a body serum. Others want to move faster. And we’ve been stunned by the demand for our hair-removal creams -- they’ve gone viral on TikTok Shop since December.”

Flamingo’s main rivals include Schick Hydro Silk and Billie, both owned by Edgewell Products, and Gillette’s Venus, the category leader from Procter & Gamble.

Venus is also leaning into the moisturizing trend, launching new limited-edition razors tied to its Women’s Tennis Association sponsorship. The company’s latest MoistureGlide model features five blades and argan-oil–infused strips.