Before you read this, watch the Gilette ad, an awesome 80’s TV spot that features men in every stereotypical permutation of ‘manhood’ ever.
Honestly? Their ads haven’t changed their angle much, simply updating the image and business to reflect the times. Is that enough? Apparently so. But when was the last time anyone challenged P&G’s stranglehold on shaving (Gillette has an 80% global share of the market) and attempted to turn the business of blades on its head?
Well the good lads of Dollarshaveclub.com have done just that. They’ve taken the hum-drum business of manscaping that has been pottering along nicely to Gillette’s tune for the last couple of decades, and put the spin of internet business convenience on it.
And how does it deliver that proposition to future customers? With a brutally honest YouTube skit featuring founder Michael Dubin, which, quite frankly, to coin a phrase, is f**king funny.
This is the singular brilliance of a man who understands the business model of the disposable shaver business. Intimately. He understands that the future of building a successful brand is to build rapport and relevance with his customers and that in any business you need relevance with a new generation in order to establish a consumer base for the future. Seriously what young man weaned on a steady digital diet of online retailing wouldn’t mind a little more convenience in their lives?
Benedict Wong, SingaporeShare on :