Beauty Store Business magazine - November, 2019

Dollar Shave Club

Masters of Marketing

Want to know the secret to running a successful marketing campaign? These top beauty marketers show you how.

Marketing is a powerful tool. A well-executed campaign can take a previously unknown brand to stratospheric heights. Exceptional marketers have been known to transform virtually unknown and nascent brands into global household names—and also catapult successful brands into market-share behemoths.

Unilever Acquires Dollar Shave Club

Unilever, a supplier of food, home and personal-care products, is set to purchase men’s grooming brand Dollar Shave Club. Terms of the transaction were not disclosed, though Michael Dubin is expected to continue to serve as CEO of DSC.

DSC, headquartered in the Venice area of Los Angeles, California, was founded in 2012. Since inception, it has worked to transform the shaving category through its lifestyle brand, empowering 3.2 million members, and is on track to exceed $200 million in 2016.

Feature: Top 20 CEOS Under 40

With blazing energy and business savvy, these young CEOs are leading the beauty industry into a new era.

One thing is for sure: the beauty industry has transformed drastically in the last 10 to 15 years. In that time, some new faces — and products — have appeared on the scene, as well as technological innovations that have transformed the way we market, discover and share new products with the world.

Features: Razor Sharp

Dollar Shave Club takes on the men's grooming market by combining quality, convenience and affordability with a witty approach and a high member-satisfaction rate.

Michael Dubin, the CEO and co-founder of Dollar Shave Club, first appeared on the beauty scene when he broke the Internet with his comedic and unique commercials… and one brilliant idea. The company has since gone from 5,000 members on its first day to 2.7 million members and counting, today. DSC has completely re-shaved the men’s grooming industry by offering its members an affordable and hassle-free way to get razors straight to their doors.

Men's Grooming Day Study Gives Insights

National Men's Grooming Day takes place on the third Friday of August every year and encourages men to proactively think about their grooming habits. This year men's grooming brand Dollar Shave Club shared insights about men's grooming habits and what goes on in their minds and bathrooms.

Dollar Shave Club reveals fun grooming findings from its Grooming Survey conducted online by Harris Poll among 3,285 males aged 18 years and older in December 2014, and 3,068 males aged 18 years and older in January 2015.