HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

Dollar Shave Club Focused On Growth Post-Viral Video Sensation

This article was originally published in The Rose Sheet

Executive Summary

DSC changed the conversation around men's razors with a 2012 viral video smash in which CEO Michael Dubin championed the "f'ing great" quality, but above all the affordability, of the company's blades. The firm's humorous marketing, chock full of irreverent wit, snark and slapstick, has helped win more than 2 million subscribers to date, but DSC's success also signals a changing marketplace in which value increasingly is prioritized over tech enhancements.

You may also be interested in...



P&G Grooming Quits Counting Blades, Innovates In New Directions While Battling DTC Disruptors

In the six years since Dollar Shave Club’s viral video and pioneering business model upended the men’s razor market, P&G’s grooming business has been scrambling to reestablish itself and win back market share. The division’s first-quarter results suggest that its fresh innovation approach, updated messaging and direct-to-consumer investments are paying off, though significant competitive challenges remain.

Gillette, Schick Escalate Razors War With Aggressive New Tactics

P&G's new Gillette On Demand platform mails razors to consumers as needed, addressing the leading reason why men leave online shave clubs – simply, they're getting more blades than they know what to do with. Meanwhile, Schick has launched its own direct-to-consumer razor site and a Schick Hydro Connect cartridge that fits on Gillette handles.

Baxter Of California Launches ‘WTF’ Video Series To Millennial Set

L’Oreal brand’s videos, launching at a rate of one each week, are reminiscent of other humorous campaigns that have made waves in the men’s grooming segment, featuring wisecracking celebs, raffishly dropped f-bombs and readily digestible grooming pointers. Baxter head Nathan Puksta discusses the initiative, Baxter’s approach to the category and the brand’s plans going forward.

Related Content

Related Companies

UsernamePublicRestriction

Register

RS019547

Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel