We've all seen a commercial for a man's razor before. It generally consists of some man, often a celebrity, showing off his perfectly shaven face and a description of how great it feels. Or maybe a man just out of the shower shaving his face to perfect precision and going out with some ladies. Either way they are always predictable.
When you think about it, this kind of advertising may be effective, but it also makes it difficult to set yourself apart from the competition. This seems to be the classic way to market a razor or razor blade, with the only variation being the celebrity featured, the setting of the ad, or the humor in the ad.
With the Dollar Shave Club you can kiss all that goodbye. This unique concept of paying as little as a dollar (plus shipping & handling) for a months worth of razor blades, is something that demands attention. They offer three types of blades with fun and unique names for a slightly higher price. No matter if you want "The Humble Twin," "The 4X," or "The Executive" the price is competitive and they deliver the blades right to your door.
The real unique part of the business is the video advertisements which hardly feature their product.
Their advertisements explain how great the blades are and at the same time emphasize the simplicity of them. They market their product as a cheap, convenient, high quality product that is simplified so you don't have to worry about all the extra bells and whistles.
The ad is extremely humorous, clever, and at the same time makes absolute sense. It explains to consumers why they should join the Dollar Shave Club and what they get out of it. Simply a great shave for a great price.
Dollar Shave Club's latest product - One Wipe Charlies are marketed in a similarly clever way emphasizing , ease, convenience, and practicality in a very impractical way.
Shave Time. Shave Money.
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