How Dollar Shave Club Disrupted the Razor Industry with a Game-Changing Strategy

I’ve been using a safety razor for a while now, but lately, I’ve been thinking about switching to an electric shaver—there are so many options out there these days! When it comes to razors, one brand that instantly pops into my mind is Dollar Shave Club. Their early marketing campaigns were unforgettable. So, let’s take a closer look at how they nailed it and achieved such early success!

Overview of Dollar Shave Club

Dollar Shave Club (DSC) burst onto the scene in 2011 and completely shook up the men’s grooming industry. They took on giants like Gillette with a simple but game-changing idea: offer high-quality razors at a fraction of the cost—delivered right to your doorstep through a subscription. Game over, right? But what really made DSC stand out wasn’t just the product. It was their quirky, bold marketing strategy that made everyone stop and take notice. Let's see how DSC pulled it off.

The Viral Video That Changed Everything

DSC nailed its breakout moment with one gutsy, unapologetic low-budget video titled, “Our Blades Are F***ing Great.” Featuring their charismatic CEO, Michael Dubin, the video ditched any attempt at sleek, polished ads. Instead, it leaned into raw humor, relatability, and honesty. And here’s the kicker—it worked big time.

Thanks to Dubin’s impressive comedy chops (he trained at an improv company for years), the video struck all the right notes. It didn’t take long for it to catch fire online. Within just two days, the company processed 12,000 subscription orders, so many that their website actually crashed. Talk about a good problem to have!

Here’s why the video crushed it:

• Hilarious and Real – Audiences didn’t feel like they were being “sold.” The jokes were sharp and relatable. People couldn’t help but watch it all the way through—and then share it.
• Crystal-Clear Value – It immediately answered the big question, "Why should I care?" Affordable, high-quality razors delivered directly to you—sold!
• Shareable Gold – It was bold, different, and entertaining, which gave it a massive boost when people started sharing it across social platforms.

Basically, this wasn’t just a viral hit. It was an entire blueprint for how to hook your audience while sticking to what makes you unique.

Knowing Your Audience = Huge Advantage

When DSC created their strategy, they really knew who they were talking to. Their main focus? Millennial men ages 18–45, guys who wanted great products but didn’t want to pay through the nose or haggle with a clunky locked razor case in-store.

But they didn’t stop there. They knew their appeal went beyond millennials, so they also pulled in Gen Xers and even Baby Boomers by tapping into a universal love for value and convenience. Genius, right?

Even better, DSC didn’t just rely on demographics. They dug into their psychographics—understanding their audience’s humor-loving, price-conscious, “don’t take anything too seriously” mindset. This insight inspired campaigns like “What’s his is hers,” pitching their razors to women too. The result? A massive market reach without alienating their core customers.

More Than Just a Viral Video

Sure, their epic video got everyone’s attention—but DSC didn’t stop there. They layered other creative and effective marketing tactics to keep the momentum going.

• Building Community on Social Media – DSC crushed it on platforms like Twitter and Instagram with their funny, relatable posts. They built a sense of belonging for their subscribers, which only made the brand stronger.
• Content That Clicks – Their in-house blog, “Bathroom Minutes,” offered way more than just grooming tips. It became a hub for witty, practical, and sometimes downright ridiculous content their followers loved.
• Leveraging Influencers – DSC worked with influencers who fit their brand tone, building credibility and reaching even more potential customers.
• Subscription Power – Their direct-to-consumer subscription model wasn’t just convenient—it gave them valuable data and unbeatable loyalty from customers hooked on auto-delivery.

By combining all these tactics, Dollar Shave Club turned interested viewers into die-hard fans.

What Happened Next? Massive Growth

The results speak for themselves. After the launch of that original video, they gained 800,000 subscribers in one year. By 2017, their revenue exceeded $200 million, AND they held nearly 50% of the online razor market. Their success even forced powerhouse competitors like Gillette to slash their prices and launch their own subscription services just to keep up!

Timing also played a huge role in their growth. Releasing a highly shareable video during YouTube’s explosive rise wasn’t just smart—it was strategic. They maximized their reach while gaining an incredible first-mover advantage.

Taking It to the Next Level

Dollar Shave Club kept the momentum rolling by diversifying their products and expanding their distribution. They didn’t just stick to razors; they jumped into grooming essentials like shaving butter, body wash, and hair styling products, offering customers a complete lineup to satisfy all their needs.

On top of that, they started international shipping to markets in the US, UK, Canada, and Australia, and even got products listed on platforms like Amazon. By doing this, they widened their reach to new customers who might not have discovered their brand otherwise.

Brand Reputation and Crisis Management

Building a strong brand reputation goes beyond clever marketing—it requires proactive crisis management and a dedication to customer satisfaction. A great example of this is Dollar Shave Club, a company that understood the value of addressing negative publicity head-on while maintaining clear and transparent communication. By actively engaging with customers on social media, responding quickly to inquiries and feedback, they demonstrated a commitment to their audience. This approach not only helped them build trust but also mitigated potential risks to their reputation. Their strategy highlights the importance of prioritizing customer relationships as a key element of long-term brand success.

Other brands that used similar tactics

Dollar Shave Club's innovative approach to marketing has inspired a wave of brands to incorporate humor and a more casual tone into their advertising strategies. By moving away from traditional advertising techniques and adopting a relatable, authentic voice, they successfully built deeper connections with their audience.

Humor, when used effectively in marketing, is a powerful tool. It can capture attention, enhance ad recall, and foster positive brand associations. A well-executed humorous campaign establishes a unique brand voice and aligns with current social media trends. Several notable brands have effectively leveraged humor to strengthen their marketing, including:

• Burger King: Known for its bold, playful campaigns and lighthearted jabs at competitors like McDonald's, Burger King pushes the limits of traditional advertising.
• IKEA: Their "Let's Relax" campaign humorously critiqued our social media obsessions, bringing attention to the timeless value of relaxation and balance.
• Spotify: Through their "Listen like you used to" campaign, Spotify used humor and nostalgia to connect with a generation of music lovers.
• Innocent Drinks: This smoothie company engages audiences on Twitter with humor and interactive competitions, building a strong and relatable brand presence.
• Wendy's: Renowned for their witty and sarcastic social media interactions, Wendy's often engages in playful banter with competitors, delighting their audience.
• Netflix: By humorously referencing current events and promoting their shows with relatable content, Netflix resonates deeply with their audience.

Each of these examples demonstrates how humor, when aligned with a brand's voice and values, can effectively connect with audiences, improve engagement, and differentiate a brand in a competitive market.

Dollar Shave Club has successfully leveraged comparative advertising by pointing out the drawbacks of competitors' products, such as unnecessary features and inflated prices. This strategy can be an effective way to differentiate a brand in a crowded market. However, it’s important to carefully consider the ethical implications and potential risks of directly criticizing competitors.

Brands with an irreverent tone often focus on a specific audience that resonates with their humor and distinct personality. By targeting a niche market, these brands can foster a loyal following and build a strong sense of community. This approach, while narrow in scope, can be incredibly effective in creating meaningful connections with their audience.

Keeping Customers Happy for the Long Haul

One of Dollar Shave Club’s biggest strengths was—and still is—customer loyalty. On average, a DSC subscriber sticks around for a solid 3.4 years. Pretty incredible, right?

They keep their customers happy by:

• Offering flexible plans (like skipping a month with the “Not So Hairy” option).
• Using email marketing to keep communication sharp, useful, and engaging.
• Creating unique touches like personalized packaging and funny, relatable messaging that keeps customers in love with the brand.

This strategy has resulted in a loyal base that not only sticks around for years but also spreads the word to friends and family.

Dollar Shave Club Today

Dollar Shave Club is taking steps to reconnect with its disruptive roots and playful voice through its latest campaign, "The Club" 32. Designed to modernize the brand while staying true to its values of humor, inclusivity, and affordability, the campaign features a diverse cast and highlights various body types and grooming styles. This reflects the evolving landscape of men’s grooming and speaks to a broader audience.

Dollar Shave Club has undergone significant changes in recent years. Originally acquired by Unilever in 2016 for a reported $1 billion, the company transitioned to new ownership under Nexus Capital Management in 2023 16. This shift marks a fresh chapter for the brand, signaling a renewed commitment to its original vision and its potential to disrupt the market once again.

Takeaways for Your Business

Dollar Shave Club didn’t become a massive success by accident—it was all built on creativity, deep audience understanding, and sticking to what made them different. Whether you’re building a small brand or scaling an existing one, there’s so much to learn from their story.

Focus on being real, align with what your audience truly values, and don’t hesitate to experiment with bold, creative ideas. Who knows? Your next campaign could go viral, too.