Dollar Shave Club
Innovative, personal, yet humorous.
I discovered this company while searching for a personal and thoughtful Father's Day present for my dad. It appealed to me because of its uniqueness and openness about hygienic products. Personal hygiene isn’t normally a popular topic of conversation within the retail industry. Of course, we love discussing the latest fragrances and beauty products, however when it comes to razors, shaving cream and toilet paper, not so much.
Michael Dubin is the co-founder and CEO of Dollar Shave Club, a shaving subscription company. Dollar Shave Club rose to fame when Michael Dubin launched a hit YouTube video advertising his product. His uniquely funny product launched transformed his business into a successful business, reporting $65 million sales in 2014 and is reportedly on track to exceed $120 million in 2015 (Lashinsky).
Michael Dubin is the co-founder and CEO of Dollar Shave Club, a shaving subscription company. Dollar Shave Club rose to fame when Michael Dubin launched a hit YouTube video advertising his product. His uniquely funny product launched transformed his business into a successful business, reporting $65 million sales in 2014 and is reportedly on track to exceed $120 million in 2015 (Lashinsky).
Michael Dubin is appealing to male and female consumers by bringing a usually unspoken topic to the forefront. Dollar Shave Club breaks the uncomfortable boundary of discussing customer’s personal hygiene habits. Dollar Shave has transformed an every, staple product into an exciting and even humorous campaign. By relating the humor and bluntness utilized in Dollar Shave’s ad campaigns, customers connect a level of personal comfort with the brand and its product offering.
The Simple Pleasure subscription of the $1 razor/month provides customers with a “great basic shaver for guys who dig simplicity and precision.” With this subscription comes 5 cartridges per month, two stainless steel blades, with a lubricating strip that soothes the skin. Other products offered by Dollar Shave include shaving products, hair products, and their infamous peppermint butt wipes, One Wipe Charlies, which according to Dubin are his company’s “butt wipe for men” (Lashinsky).
The Simple Pleasure subscription of the $1 razor/month provides customers with a “great basic shaver for guys who dig simplicity and precision.” With this subscription comes 5 cartridges per month, two stainless steel blades, with a lubricating strip that soothes the skin. Other products offered by Dollar Shave include shaving products, hair products, and their infamous peppermint butt wipes, One Wipe Charlies, which according to Dubin are his company’s “butt wipe for men” (Lashinsky).
Taking products previously seen as small and simple and turning them into a humorous, customized monthly subscription has changed the way consumers feel about this portion of the retail industry. Dollar Shave Club significantly changed and impacted part of the industry through changing the way customers shop for basic products. Customer’s experience is now very customized, convenient, and even a little funny.