We have all seen how
handheld razors have changed over the years. I remember when the 3rd,
4th and 5th blades were added to razors. Companies tout their
added benefits, like aloe strips and even a vibration mode to get the closest
possible shave, to sway buyers. Using big name actors in advertising and naming
razors like “Mach-3” and “Fusion ProGlide” are tactics used to entice men to
think their razor is the best. But what happens when men like the look of not
shaving? This is a big trend for young men in developed countries. Gillette and
Schick’s handheld razor sales have nose-dived in this last year. Bloomberg
BusinessWeek credits hipsters — whom thrive off of the unshaven, just rolled-out-of-bed
look — with starting this trend.
Dollar Shave Club
has started to carve out a little piece of the market with their witty ad
campaigns, explaining how their service works and what you’ll receive. The idea
is that you spend as little as a single dollar a month plus shipping and
receive quality, sharp razor blades on your doorstep. With the price
difference, it seems hard not to give it a try. So while big name brands are
struggling to sell product, this company is actually gaining market share.
This company sells
exclusively to men, showcasing three kinds of razors, shaving butter and
personal wipes. That’s it! Three possible products shipped to your door. This
small company is using viral videos to reach their market — men college age to
probably late 30s — whom already spend a lot of time online looking at humorous
videos. This ad actually markets to the audience that Gillette and Schick are
losing. Also this audience is used to buying online and enjoying the
convenience of receiving products at their doorstep. By having a monthly
subscription, the Dollar Shave Club keeps their customer base. I think this is a smart way to advertising,
while keeping production costs low for a start up company.
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