Flamingo follows in the footsteps of partner brand Harry’s as a challenger start-up. The body hair removal brand is one of the latest newcomers following a portfolio of incubator brands from Harry’s Labs, the innovation group within Harry’s Inc.
After the success of Flamingo’s DTC launch this August, the award-winning brand continues to expand its offering among national retailers. Launching in almost 600 Tesco stores across the UK in September, customers are able to combine premium beauty purchases with the weekly shop for maximum convenience. In fact, 53% of women surveyed are currently buying their hair removal products from supermarkets due to its convenience.
Flamingo is a disruptor among the category, with a unique personality and a premium look at affordable pricing. Delivering seamlessly in conjunction with Tesco’s strategy to provide great products at unbeatable value, Flamingo delivers across the board while remaining true to an ethos that speaks to the modern woman, bringing private body care routines out of the shadows to help women feel comfortable in their body.
Across the female hair removal category, the brand offering to date has remained relatively unchanged, giving Flamingo the opportunity to bring a fresh take among its peers. Flamingo creates disruptive environments across retail formats, from large scale to rail-side, travel stores and convenience formats.
In August, Flamingo launched a DTC subscription service, offering an affordable and timesaving delivery of core products, as well as a starter trial pack which can be purchased at a lower price point for new customers.