Dollar Shave breaks into men’s hair care

By Simon Pitman

- Last updated on GMT

Dollar Shave breaks into men’s hair care

Related tags Dollar shave club Omega-3 fatty acid

On the back of the phenomenal success of the Dollar Shave Club male grooming business model, executives behind the idea have taken the decision to broaden the portfolio into men’s hair care.

Named Boogies by Dollar Shave Club marketers, the line will be made up of five hair styling products that will include a gel, clay, cream, fiber and paste, while a sixth product, a pomade, is schedule to be launched in the summer.

The line is also being launched alongside tailor-made tool that is designed to help men select their idea product and ensure that they are getting the most out of their hair care regime, the company claims.

The Boogie’s Match

What is likely to most grab consumers’ eye is the introduction of what the company has called the Boogie’s Match concept, which is a personalized product finder, intended to guide consumers to the right type of styling product for their hair needs.

The match concept is simple, relying on consumers to answer a number of straight forward question that establish what type of hair they have, what style they wear, and which product or products could be best used to achieve it.

The range has been designed around natural extract that include black locust and Irish Moss for the hair gel alongside grape seed oil and flax seed oil for the hair cream, with all the products being priced at $10 each.

Building on a reputation for simplicity

Dollar Shave Club was launched in 2012 and has since grown it subscription base to over 1.2 million members. As a result, the company now ships an estimated 62 million razor cartridges a month and last year had a turnover of $65 million.

"We like to solve problems for guys. That's how we approach everything we do. We started with the problem of expensive razors and frustrating in-store experiences, but there's just as much frustration throughout the men's grooming category," said Michael Dubin, Founder and CEO of Dollar Shave Club.

"Listening to our members, we found that buying hair styling products is no exception. Many men are getting their recommendations from friends who can have completely different hair types and needs, or they have to choose from a bewildering array of in-store options. With Boogie's, we hold your hand through the entire process and make sure you're getting the right product for you."

Dollar Shave beats the competition on price

One of the primary successes of Dollar Shave Club is the price, which, coming in at $1 per razor has been very hard to beat from the competition.

Last year Gillette launched its ProGlide Flexball razor, which was a new handle that relies on swiveling ball hinge, allowing for additional movement of the blade, and, it is claimed, a closer shave.

However, at almost $13 for a battery powered version, the reason behind consumers opting for less expensive choices is evident.

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