Razor-sharp start-up

Razor-sharp start-up

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Dollar Shave Club responds to the needs of male consumers. It is one of the first subscription e-commerce platforms, which sells razors for a monthly fee. How to make a profitable business in a seemingly uninteresting market niche?

Dollar Shave Club started operations at the beginning of 2012. It won immense popularity in the United States thanks to effective YouTube advertising and its promotional video published on 6 March 2012. In the first days this viral marketing hit was viewed over 2 million times, by the end of March the number of viewers reached 4 million, and now it is approximating 25 million.

Why did the founders decide to launch this start-up?

They were tired of spending 15 to 20 dollars on brand name razors, they say. Hence, they created own razors offered in a subscription-based e-commerce model for at maximum 9 dollars a month.

Initially, the company operated in the U.S. only, but soon afterwords it started delivering blades to Canada and Australia. At the same time, male wipes, shave and hair products were added to the offer.

Amazing growth rate, a great number of subscribers and headcount increase made the company and intersting target for Unilever. After 5 years Dollar Shave Club was acquired for 1 million dollars cash. Dollar Shave Club is an example of how to use YouTube and social media to make a profitable business of a seemingly uninteresting product. Matt Sausmer, Senior Producer at Dollar Shave Club, will attend this year’s Warsaw edition of Filmteractive Festival.
This year, on 12 October, Filmteractive Festival will be held in Warsaw for the first time. The motto of Filmteractive 2017 is “Brands of the future”. A similar event in Łódź is planned for 17 October and will be entitled “Content of the Future”. It will focus on strong brands, which create interesting art projects and support culture.

Deloitte Digital is a strategic partner of the events.
For more information about the Festival go to filmteractive.eu

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