Analysis: Dollar Shave Club – Why it Works
Dollar Shave club has become one of the most viral videos and strong business models since it’s foundation in 2011.It also might help if you’re a man, but according to their policy, women can use their razors just as effectively. However, the quality of their product isn’t the point of this particular article; instead, we’re focusing on why their unique brand of marketing actually works. Why has Dollar Shave Club become the top name in monthly subscription services for shaving?
Simply put? They know their target audience, and they’re not afraid to be blunt, like in their business introduction video back from 2012.
There is a certain type of ‘bro humor’ that goes along with Dollar Shave Club’s marketing campaigns, because they know exactly who might want to buy their razors; men who don’t want to spend a lot of money, but are looking for something high quality, that they won’t have to worry about month after month.
They’ve even expanded more recently, to carry body care products for men, and are hitting the nail on the head when it comes to advertising again. Their new line of marketing videos separate men who use their products, from other ‘dudes’ they don’t want to be. Again, they’re targeting a certain audience, but doing so with relatable, straightforward messages. It doesn’t hurt that they’ve got a little humor naturally flowing throughout the campaign.
Dollar Shave Club is a perfect example of a company that takes itself, and its products, seriously enough to gently poke fun just about everything else. However, they do it in a way that relates to their target audience – a marketer’s dream, right? Through simplicity, humor, and personality, Dollar Shave Club is able to connect with that audience on a personal level, and make a product as simple as a razor, seem like a rock star.