When Michael Dubin and Mark Levine founded Dollar Shave Club in 2011, their vision was pure and simple: For as little as $1 a month, customers could get high-quality razors delivered right to their door. DSC's mantra —"Stop paying for shave tech you don't need" — took a direct shot at the pricey name-brand razors sold in retail stores.
"I knew the business was a good idea, because I myself had experienced the problem of razors being overpriced and the shopping experience being incredibly frustrating, and I knew if I had the problem, then other people probably had the same problem as well," said Dubin, who is also the company's CEO.
All this success has led to some complexity for Dollar Shave's Dubin, whose simple and pure concept has now invited increasing competition from start-ups as well as a lawsuit in 2015 from Gillette. It was Dubin's humor and marketing instincts that initially put his business on the map. On March 6, 2012, his legendary launch video,"Our Blades are F***ing Great!" — which he wrote and starred in — went viral, crashing the site and bringing in more than 12,000 customers within the first 72 hours. Within three months the video had more than 4.5 million views.
Dollar Shave's timing was optimal. Over the past decade, there has been a pivotal shift in the male pampering culture, according to Statista. Men's toiletries used to consist of shampoo, deodorant and shaving cream. Now medicine cabinets worldwide are stocked with moisturizers, facial cleansers, eye serums, bronzers, concealers, antiagers and even mud masks — all designed specifically for men.
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