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Harry's • Buynomics

How Harry’s Launched New Products with Confidence Using Buynomics

Harry's needed a faster, forward-looking way to scenario-plan and stress-test decisions before going to market.



 

Founded in 2012, Harry’s is a global men’s grooming brand operating across North America, the UK, and Germany. Its portfolio spans razors, blades, shave preparation, and skincare products, all within a category where appeal, pricing, formats, and market share impactcan make or break performance.

As Harry’s prepared for a major innovation launch in 2024, the team partnered with Buynomics. The team found traditional consumer research studies inefficient, costly, and unreliable, and the overall process was slow and backward-looking. This made it difficult to confidently answer critical commercial questions around pricing, cannibalization, and incrementality before launches.

They needed a faster, forward-looking way to scenario-plan and stress-test decisions before going to market, one that enabled evaluation of new product introductions in a realistic market context. Buynomics made it possible for Harry’s to:

  • Simulate a new product introduction into an existing market before launch
  • Quantify cannibalization and incremental volume across the portfolio
  • Collaborate more effectively with retailers by grounding discussions in shared, credible scenarios
Scenario-Led Decision Making

“The simplest way to think of Buynomics is it's a what-if machine. You can put in multiple scenarios and questions around price and promotion, and NPD delists. That changes the game and gives you so much more power, knowledge, and context to bring to retailers. ”

Calum Burns
Category Manager, Harry’s

New Product Launch Confidence

“Buynomics played a huge role in launching our new product with confidence. We could test appeal, pricing, formats, and market share impact before going live.”

Emma Papaionnou
Insights Manager, Harry’s


Retailer Collaboration

“With Buynomics, you can work closer with retailers, as you’re no longer talking specifically about two or three SKUs you want to put into the range, you're talking about how those SKUs then interact with the whole category.”


Calum Burns
Category Manager, Harry’s

 

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