Why Dollar Shave Club Has Gone ‘Sweet’ and ‘Sincere’ in Its New Campaign

But company founder Michael Dubin says it won't stray from humor in its marketing

Editor: Breana Mallamaci

Dollar Shave Club, the disruptive grooming startup, isn’t for men only.

“A lot of our members are women, not a majority, but a meaningful percentage, and for themselves,” said founder Michael Dubin at Brandweek last week. “But we’ve never taken a these-products-are-designed-for-women approach because the big need is for guys,” Dubin added.

During his keynote conversation, Dubin also shared a new four-minute short film that is part of the company’s “Get Ready” campaign. It continues the brand’s use of humor in its marketing while also spotlighting “some really sweet and sincere moments,” Dubin said.

Watch Dubin’s full Brandweek conversation with Adweek editor-in-chief James Cooper above.


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