Dollar Shave Club Focused On Growth Post-Viral Video Sensation
This article was originally published in The Rose Sheet
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.
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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.
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