Dollar Shave Club (DSC)

LANDSCAPE

Global brands such as Gillette owned the men’s grooming market and shaving. DSC offered a competitive product, wrapped in a better consumer experience. With massive brands and their huge marketing budgets cornering the market, DSC needed to introduce its service, articulate its clear value proposition and grow subscriptions.  

INSIGHT

Grooming is an awkward, practical necessity. It’s a boring topic, but it doesn’t have to be. Men are curious about the subject and want to talk about it. 

GROWTH

The brand embraced the awkwardness of shaving and all things grooming. It addressed the topic in a direct, transparent and unapologetic fashion, all from a “dude’s” perspective. DSC used humor and the powerful mix of content to break through the clutter and creative a comfortable, funny lifestyle brand that men wanted to join. 

  • Launch video delivered 12,000 new subscribers in 48 hours. 
  • As of 2016 the video had been viewed 22 million times and the brand had 1.1 million subscribers.
  • $615 million valuation in 2015, followed by a $1 Billion all-cash acquisition by Unilever. 
  • 50,000 people a month refer a friend to the club via the social campaigns. 

Shave Time. Shave Money.

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