DOLLAR SHAVE CLUB

Dollar Shave Club is an American company based in Venice, California, that delivers razors and
other personal grooming products to customers by mail. It delivers razor blades on a monthly
basis and offers additional grooming products for home delivery.

DSC is a lifestyle brand and e-commerce company that delivers razors and other personal
grooming products to customers by mail.

Founder: Michael Dubin

Founded: January 18, 2011

Headquarters: Venice, Los Angeles, California, United States

Parent organization: Unilever

What is Dollar Shave Club marketing strategy?

A customer becomes a member of the club when he buys the first product. Ie. The strategy
of 'just $1 for any product' lets the customer pick any product for $1 when they buy from
the club the first time, then upgrades into higher priced products the following month.

DSC marketing strategy disrupted the personal care industry in a big way with the release of
the infamous, iconic and hilarious video ad (available here) produced by its founder, Michael
Dubin, in a factory for only $5,000. For you marketing geeks, this ad crashed their website
within an hour of publishing (content/storytelling marketing at its finest!). DSC disrupted the
market by looking at the macro environment and identifying a white space that large
companies like Unilever didn’t see or neglected to take advantage off.

Another brilliant strategy that is widely used by brands these days is DSC built their brand
almost exclusively through a video marketing strategy on widely used platforms like
Facebook and YouTube. Reports state that within 48-hours of the debut of their infamous
2012 ad, they drove around 12,000 signs up for their razor subscription. By that summer,
their customer base rose to 330,000! Just four years after their launch, Unilever acquired DSC
for a reported $1 billion in CASH.