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In 2014, Dollar Shave Club and its One Wipe Charlies teamed up with the [[Colon Cancer Alliance]] in an effort to help “wipe out” colon cancer.<ref name=CCA>{{cite web|title=Dollar Shave Club|url=http://ccalliance.org/march/dollar-shave-club.html|publisher=Colon Cancer Alliance|accessdate=May 1, 2014}}</ref> The company reports that during National Colorectal Cancer Awareness month it reached 23 million people in spreading the message about the importance of getting screened. The company also donated $10,000 to the Colon Cancer Alliance, contributing a percentage of One Wipe Charlies' sales and putting a dollar value on social shares.<ref>{{cite web|title=We Reached 23 Million People!|url=http://blog.dollarshaveclub.com/category/wipe-out-colon-cancer|publisher=Dollar Shave Club|accessdate=May 1, 2014}}</ref> As part of the campaign, Michael Dubin had his own colonoscopy streamed live online.<ref name=ABC>{{cite web|last=Neporent|first=Liz|title=Man Live Tweets His Colonoscopy|url=http://abcnews.go.com/Health/man-live-tweets-colonoscopy/story?id=22967737|publisher=ABC News|accessdate=May 1, 2014}}</ref>
In 2014, Dollar Shave Club and its One Wipe Charlies teamed up with the [[Colon Cancer Alliance]] in an effort to help “wipe out” colon cancer.<ref name=CCA>{{cite web|title=Dollar Shave Club|url=http://ccalliance.org/march/dollar-shave-club.html|publisher=Colon Cancer Alliance|accessdate=May 1, 2014}}</ref> The company reports that during National Colorectal Cancer Awareness month it reached 23 million people in spreading the message about the importance of getting screened. The company also donated $10,000 to the Colon Cancer Alliance, contributing a percentage of One Wipe Charlies' sales and putting a dollar value on social shares.<ref>{{cite web|title=We Reached 23 Million People!|url=http://blog.dollarshaveclub.com/category/wipe-out-colon-cancer|publisher=Dollar Shave Club|accessdate=May 1, 2014}}</ref> As part of the campaign, Michael Dubin had his own colonoscopy streamed live online.<ref name=ABC>{{cite web|last=Neporent|first=Liz|title=Man Live Tweets His Colonoscopy|url=http://abcnews.go.com/Health/man-live-tweets-colonoscopy/story?id=22967737|publisher=ABC News|accessdate=May 1, 2014}}</ref>

==Sales Agreement==
As of 10/30/2015, all customers of Dollar Shave Club are required to read and approve a 12,383 word (28 page) sales and usage agreement in which the purchaser, among other things, must waive all rights to sue Dollar Shave Club or participate in a class action suit against it.<ref>DSC website https://www.dollarshaveclub.com/terms-conditions</ref>This type of waiver, according to Boston Federal Judge William G. Young, is a tool that allows corporate "misbehaving without reproach."<ref>New York Times 10/31/15 "Arbitration Everywhere,Stacking the Deck of Justice" http://nyti.ms/1itwQ9y</ref>


==References==
==References==

Revision as of 21:12, 31 October 2015

Dollar Shave Club
Company typePrivate
IndustryConsumer packaged goods
FoundedJuly 2011
FounderMichael Dubin and Mark Levine
HeadquartersVenice, California
Area served
United States, Canada, Australia
ProductsBlades

The Humble Twin, The 4X, The Executive
Dr. Carver's
Shave Butter, Post Shave, Repair Serum
Boogie's Hair Care
Gel, Clay, Cream, Fiber, Paste, Pomade
Other

One Wipe Charlies
Websitedollarshaveclub.com

Dollar Shave Club is an American, Venice, California-based company, that delivers razors and other personal grooming products by mail. The company positions itself as a cost-effective and convenient alternative to retail chains. It delivers razor blades on a monthly basis and offers additional grooming products for home delivery.[1][2]

History

Dollar Shave Club was founded by Mark Levine and Michael Dubin. The pair met at a party and spoke of their frustrations with the cost of razor blades. With their own money and investments from start-up incubator Science Inc., they began operations in July 2011.[3][4][5]

Dollar Shave Club is backed by a variety of venture capitalists. In March 2012, seed investors provided $1 million in funding from groups that included, Felicis Ventures, Kleiner Perkins Caufield & Byers, Andreessen Horowitz, Shasta Ventures, and Forerunner Ventures.[6] The same group, joined by Venrock, provided $9.8 million in series A funding in October 2012.[7] A year later, a $12 million series B round was raised led by Venrock, Comcast Ventures, New World Investors and Battery Ventures. Amidst the fundraising announcement, Dollar Shave Club announced it would be expanding its product line to include a dozen other men’s products in 2014.[8] In June 2015, the company secured $75 million in series D funding.[9]

Membership

The initial welcome packet from Dollar Shave Club.
The initial welcome packet from Dollar Shave Club.

Dollar Shave Club offers three membership plans, which can be upgraded or downgraded at any time.[10] The membership service first launched March 6, 2012, via a YouTube video that went viral.[11] The YouTube video attracted an unanticipated amount of traffic, that crashed the company’s server in the first hour. Once Dubin got the server working, he enlisted a team of friends and contractors to help fulfill the 12,000 orders that arrived in the first 48 hours of launching the video. The orders were packed by hand in a warehouse in Gardena, California.[12]

Since the membership launch, the company has acquired 2 million subscribers.[9] Although the company primarily markets its products to men, approximately 20 percent of its customers are women.[13]

Products

The plans start at $1 a month and include three types of razors: The Humble Twin, The 4X (a.k.a. Lover's Blade), and the Executive.[14] Each subscription comes with a free compatible handle.[14]

In April 2013, Dollar Shave Club launched their second product, Dr. Carver’s Easy Shave Butter, a transparent pre-shave product for members with sensitive skin.[15] In June 2013, the company launched a line of wet wipes targeted at men called One Wipe Charlies.[5] Both the Shave Butter and One Wipe Charlies are proprietary products created by Dollar Shave Club. In late 2012, the Club launched in Canada and Australia, with other international markets coming in the future.[16][17]

Dollar Shave Club launched Dr. Carver's Magnanimous Post Shave All-In-One Daily Moisturizer in 2014.[18]

In March 2015, the company announced it was expanding its product line to included hair care products, called Boogie’s.[19] The Club unveiled “Boogie’s Match”, a personalized product finder tool that asks members a series of hair-styling questions to customize product recommendations.[20] The line includes hair gel, hair cream, hair paste, hair clay and hair fiber.[21]

Promotion

In March 2012, the company launched a YouTube video entitled “Our Blades Are F***ing Great” featuring CEO Michael Dubin.[22] The video prompted 12,000 orders in a two-day span after it was released, and has received over 20 million views as of June 2015.[1][23]

The video won “Best Out-of-Nowhere Video Campaign” at the 2012 AdAge Viral Video Awards.[24] Dollar Shave Club was awarded a 2013 Webby Award in the Fashion & Beauty category [25] and earned the People's Choice Webby Award in the Consumer Packaged Goods category.[26]

In June 2013, Dollar Shave Club released a second video on YouTube called "Let's Talk About #2", which again starred its CEO and promoted One Wipe Charlies.[5] The video won the Shorty Award in 2014 for best use of Social Media.[27]

In 2014, Dollar Shave Club and its One Wipe Charlies teamed up with the Colon Cancer Alliance in an effort to help “wipe out” colon cancer.[28] The company reports that during National Colorectal Cancer Awareness month it reached 23 million people in spreading the message about the importance of getting screened. The company also donated $10,000 to the Colon Cancer Alliance, contributing a percentage of One Wipe Charlies' sales and putting a dollar value on social shares.[29] As part of the campaign, Michael Dubin had his own colonoscopy streamed live online.[30]

Sales Agreement

As of 10/30/2015, all customers of Dollar Shave Club are required to read and approve a 12,383 word (28 page) sales and usage agreement in which the purchaser, among other things, must waive all rights to sue Dollar Shave Club or participate in a class action suit against it.[31]This type of waiver, according to Boston Federal Judge William G. Young, is a tool that allows corporate "misbehaving without reproach."[32]

References

  1. ^ a b Naziri, Jessica (August 16, 2013). "Dollar Shave Club co-founder Michael Dubin had a smooth transition". Los Angeles Times. Retrieved April 28, 2014.
  2. ^ "Man Trades Clothes for a Razor in Dollar Shave Club Spot". AdAge. Retrieved June 7, 2015.
  3. ^ Glazer, Emily (2012-04-12). "A David and Gillette Story". Wall Street Journal. Retrieved 2012-09-12.
  4. ^ "Dollar Shave Club: A Start-Up's Viral Ad for 'F***ing Great' Razors Is a Big Hit". TIME.com. 2012-03-12. Retrieved 2012-03-19.
  5. ^ a b c Colao, J.J. "Dollar Shave Club: Breaking The Razor Blade Monopoly". Forbes. Retrieved April 30, 2014.
  6. ^ O'Dell, J. "Dollar Shave Club's blades are "so f*cking great" they just raised a round for 'em". Venture Beat. Retrieved April 29, 2014.
  7. ^ Chapman, Lizette. "Dollar Shave Club Picks Up $10M to Grow Beyond Razors". Dow Jones. Retrieved April 30, 2014.
  8. ^ Truong, Alex. "Dollar Shave Club Raises $12 Million to Offer More Grooming Products". Fast Company. Retrieved April 30, 2014.
  9. ^ a b Dave, Paresh (June 22, 2015). "Up to 2 million members, Dollar Shave Club worth $615 million, investors say". Los Angeles Times. Retrieved July 2, 2015.
  10. ^ Sadasivam, Krishna. "Review: The Dollar Shave Club". The PC Weenies. Retrieved August 18, 2014.
  11. ^ Janjigian, Robert. "Small beauty renegades make headway amid giants". Palm Beach Daily News. Retrieved August 18, 2014.
  12. ^ Dahl, Darren (April 11, 2013). "Riding the Momentum Created by a Cheeky Video". The New York Times. Retrieved August 18, 2014.
  13. ^ Stock, Kyle. "Dollar Shave Plots to Take Over Your Bathroom". Bloomberg Businessweek. Retrieved August 18, 2014.
  14. ^ a b Maurer, Tim. "Revolutionary Retail: Test-Driving Warby Parker And Dollar Shave Club". Forbes. Retrieved April 30, 2014.
  15. ^ Carney, Michael. "Not just razors anymore: Dollar Shave Club introduces wet wipes for your other sensitive areas". Pando Daily. Retrieved May 1, 2014.
  16. ^ Mitroff, Sarah (November 2, 2012). "$10 Million Shave Club: Discount Razor Service Is a Hit With Investors". Wired. Retrieved May 1, 2014.
  17. ^ Mitchell, Sue. "'Our wipes are f***ing great': How Dollar Shave Club's Michael Dubin plans to 'own the man in the bathroom' with $US12m in new funding". BRW. Retrieved April 30, 2014.
  18. ^ Neff, Jack. "Dollar Shave Club Goes 'Upscale' With $9 Moisturizer". Ad Age. Retrieved August 18, 2014.
  19. ^ Ha, Anthony. "Now Dollar Shave Club Sells Hair Gel, Too". TechCrunch. Retrieved April 13, 2015.
  20. ^ Benedicto Klich, Tanya. "How the Beauty Industry Continues to Crack the Bro Code". ENTREPRENEUR. Retrieved April 13, 2015.
  21. ^ "Dollar Shave Club Adds Hair Care". Happi. 25 March 2015.
  22. ^ Kaye, Kate. "Why YouTube Darling Dollar Shave Club Is Buying TV Ads". AdvertisingAge. Retrieved April 30, 2014.
  23. ^ "DollarShaveClub.com - Our Blades Are F***ing Great". Youtube. Retrieved October 10, 2014.
  24. ^ "Google Takes Top Honors at Viral Video Awards". AdAge. 2012-04-17. Retrieved 2012-09-12.
  25. ^ "Webby Awards: Fashion & Beauty". Webby Awards. 2013-05-22. Retrieved 2013-06-13.
  26. ^ "Webby Awards: Consumer Packaged Goods". Webby Awards. 2013-05-22. Retrieved 2013-06-13.
  27. ^ "Best Use of Social Media for Retail or E-Commerce". Shorty Awards. Retrieved April 30, 2014.
  28. ^ "Dollar Shave Club". Colon Cancer Alliance. Retrieved May 1, 2014.
  29. ^ "We Reached 23 Million People!". Dollar Shave Club. Retrieved May 1, 2014.
  30. ^ Neporent, Liz. "Man Live Tweets His Colonoscopy". ABC News. Retrieved May 1, 2014.
  31. ^ DSC website https://www.dollarshaveclub.com/terms-conditions
  32. ^ New York Times 10/31/15 "Arbitration Everywhere,Stacking the Deck of Justice" http://nyti.ms/1itwQ9y
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