Dollar Shave Club promotes new omnichannel retail strategy

By Deanna Utroske

- Last updated on GMT

(Photo: Business Wire)
(Photo: Business Wire)

Related tags shave omnichannel grooming Advertising Unilever Dollar shave club

In 2020, when many multinational-owned beauty and personal care brands were getting serious about direct-to-consumer (DTC) retail, Dollar Shave Club became an omnichannel brand.

Mark Levine and Michael Dubin launched the DTC shave brand in 2011 and sold it to Unilever​ for $1bn in 2016. The brand and industry observers credit a viral video ad​ that ran in March of 2012 as one of the key component of Dollar Shave Club’s success.

And the brand’s new ad campaign aims to mimic the irreverent tone and problem-solution messaging of that early video ad, which now characterizes Dollar Shave Club.

Dollar Shave Club’s new We Got You ad campaign

The new ad campaign serves to claim omnichannel retail as the grooming brands new rightful domain. Hinting at the advantage that omnichannel gives consumers (and how it expands the brand’s reach), a press release circulated this month by Unilever notes that with the new campaign, Dollar Shave Club is saying “‘We Got You’ to guys everywhere to help solve their grooming problems.”

Reaching grooming consumers ‘everywhere’ is what’s new for the brand. “DSC designs solutions for real people dealing with real problems, which is why our new campaign shows how DSC makes it easier than ever for guys to find answers to their grooming questions,”​ Kristin Harrer, Chief Marketing Officer at DSC, tells the press.

DSC features two video ads for the We Got You campaign, one full-length suggesting the new omnichannel availability of the brand and one shorter spot about a new two-pack blade sampling option that lets consumer try both a 6-blade and a 4-blade razor. (Though curiously, one of the aspects of mainstream shave brands that DSC mocked in that early viral video​ was the and-more, multiple blades offerings: “Do you think your razor needs…ten blades? Your handsome a** grandfather had one blade and polio.”​)

A new retail strategy and new leadership at Dollar Shave Club

The We Got You campaign comes just weeks after the brand’s Founder Michael Dubin stepped down from his role as CEO and welcomed Jason Goldberg as DSC’s new chief executive​, as Cosmetics Design reported.

“It’s an exciting time to be stepping into DSC,”​ Goldberger, says in this month’s press release formally announcing both the new campaign and the brand’s shift to DTC.

“The team is incredible and seeing how they’ve worked toward this brand evolution over the past decade, while always staying in tune with real men and their grooming problems, shows DSC’s perfect balance of grassroots and innovation,” ​ he says.

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