“Are the blades any good? No, our blades are f**king great.” – Michael Dubin, CEO, Dollar Shave Club
With a simple, but clever and witty marketing techniques, Dollar Shave Club made waves disrupting the traditional way razors were bought and sold. With the launch of its first YouTube video in March of 2012, Dollar Shave Club propelled itself into the limelight to eventually be acquired by Unilever for around a billion dollars.
How did they do it? As Alec Brownstein, Dollar Shave Club’s executive director, stated, they “bit down on a human truth and didn’t let go.” They figured out exactly who their audience is and tailored a message that fed into their audience’s needs. Though there’s quite a broad audience that uses a razor – basically everyone – they focused that audience to the every-day man. The guy who’s straight up, has a witty sense of humor, and doesn’t like to wait around to get what he needs. They catered to every one of those needs and double-downed on them.