![]() ![]() "The prune became real after the first couple of hours," recalls Kristin McCarron, DSC's director of production, "which had our team switching back and forth between our male and female actors, to allow time to de-prune. ![]() From that video in 2012, to selling razors to millions of customers, to its acquisition by Unilever for 1B last year, founder/CEO Michael. "We think we found an entertaining way to tell a story while also speaking to the quality of our blades."ĭirector Nick Ball and his crew from MJZ shot the shower scene in one day, but ran into a prickly situation that required some effort to overcome. By now, you’ve probably heard of Dollar Shave Club. And like the best explainers, this one does more than just explain a company or a product: This video was released on March 6, 2012. The video, which runs just over 90 seconds long, stars founder Michael Dubin. "We started with a pain point common among consumers and brought it to life in a way that we think is both funny and relatable," DSC CMO Kristin Harrer tells Muse. The branding is strong throughout, the packaging is unique, and the copy is funny enough to live up to the video that started it all. In conjunction with the launch, Dollar Shave Club also released a YouTube explainer video that same day. (Oh, and 10 percent said they sometimes secretly use their significant others' toothbrushes. The Dollar Shave Club launched with over 1,000,000 in funding from former Myspace CEO Mike Jones’s business incubator Science Inc. According to a brand survey, 25 percent of women said they sometimes "borrow" their partners' or roommates' razors for leg, bikini-zone and armpit grooming. …explaining that its products are so good, they're "gonna get borrowed," while promoting a $5 Double Razor Share Pack as a solution.įeedback from DSC members inspired the limited-time offer and campaign. One recent company to which the term can still be accurately applied is Dollar Shave Club. ![]()
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