Dollar Shave Club
Evan Thomson
Dollar Shave Club was founded by Mark Levine and Michael Dubin. The pair met at a holiday party and spoke of their frustrations with the cost of razor blades. Mark Levine worked in manufacturing and Michael Dubin worked in branding and digital marketing and they decided to work together.
CEO Michael Dubin worked for NBC, MSNBC in news, writing and production then eventually moved to digital media and marketing. He eventually got a job at Time Inc and created content for big brand advertisers such as Gatorade, Nike and Nintendo. Dubin also worked in video marketing for a while, creating branded reviews on YouTube for the likes of Ford, Capital One and Gillette.
Dubin invested his life savings, about $35,000, to build the website, which launched in July 2011. He spent the first six months driving around trying to connect with media to spread the word. Dubin signed up his first 1,000 members without spending anything on marketing.
They released their viral launch video “Our Blades Are F***ing Great” on March 6, 2012. The video prompted 12,000 orders in a two-day span after it was released, and a website crash within the first hour. The video today has received over 23.5 million views.
Dollar Shave Club offers three plans: “The Humble Twin” (two blades per razor, five razors per month, $3 per month), “The 4X” (four blades, four razors, $6 per month), and “The Executive” (six blades, four razors, $9 per month). Each subscription comes with a free compatible handle. As of 2015 they had a valuation of $615 Million and a full time staff of 45 employees.
A US Soldier wrote this on Facebook: “Just got a package from Dollar Shave Club. I emailed them to see if we could buy bulk razors for some troops in Afghanistan that are on a FOB that’s losing it’s PX/BX store. They told me they would not sell them to me because they wanted to donate them. Today we received 73 4-packs of their 3 blade razors with handles and shave butter, as well as 60 extra shave butters. In addition, they sent 160 individual body wipes, along with a handwritten letter from the CEO to the troops. Please like and share so that this awesome company knows how much their donation is appreciated!! #DollarShaveClub”
Since then they’ve gotten almost a million shares on Facebook and have since partnered with United Service Organization. Here is a statement from CEO Michael Dubin:
“Today, we’re proud to announce that we’ve partnered with The USO to donate DSC razors and grooming supplies to the thousands deployed around the world. To the brave men and women in uniform, we thank you for your service and hope you enjoy your shave.”
Dollar Shave Club Value Proposition: “a great shave. delivered. Get your 1st month free. Try our world-class razors risk-free. Just pay shipping.” “Shave Time Shave Money”
https://military.id.me/community-news/dollar-shave-club-uso/
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