Dive Brief:

• Flamingo, a women's body care brand launched by Harry's last year, is rolling out to all Target stores on Monday.
• The brand, which says it is priced the same or less than comparable Harry's products, is offering razors, cartridge refills, body lotion, shave gel, body wax and face wax, Allie Melnick, General Manager of Flamingo, told Retail Dive in an email interview.
• The products will be merchandised in four feet of custom shelving "in a prominent way customers are more frequently used to seeing in the beauty section," according to the company's press materials.

Dive Insight:

After its October launch, Flamingo is swiftly moving onto Target shelves. But this isn't new territory for Harry's. The men's shaving company, which goes head-to-head with rival Dollar Shave Club (acquired by Unilever for a blockbuster $1 billion) and category stalwart Gillette, began selling at Target in 2016. For Target, that kicked off a slew of partnerships with digitally native consumer brands like Quip (toothbrushes), Native (deodorant) and Casper (bedding).

For Harry's, "[T]here was an opportunity to bring the brand to retail in an innovative way and create an in-store experience that felt true to Harry's, with the convenience and discovery of Target," Melnick said. "We're excited to make an even bigger splash with Flamingo; we feel the women's personal care aisle has been in need of products that are the same high quality — and the same price — as the men's."

When asked why Target, Melnick said the mass merchandiser shares a customer-centric approach and a focus on "continually surprising and delighting their guests." While she said the brand is always open to new opportunities to reach customers, they aren't looking to expand to other retailers as of now. Harry's, for example, is also available at Walmart.

The new brand is playing in an increasingly crowded market for women's shaving products, which have taken off as more female consumers demand that brands cut the so-called "pink tax." That's the notion that women spend on average $1,351 more a year than men on products like razors.

While Flamingo is backed by a successful men's product in the category, it will have to prove its competitive advantage against rivals like Billie. That year-old startup landed $25 million late last month to expand its product line and boost innovation. Yet, a partnership with a mass merchant offers Flamingo a significant leg up, especially considering that Target in 2018 notched its strongest foot traffic in 12 years.