But that video paved the way for its quick success-racking up 4.75 million views in three months and generating 12,000 orders within 48 hours-a volume that shut down Dubin’s servers. When Dollar Shave Club released its first video in March 2012, it was a fledgling eCommerce startup. But one thing is perhaps most responsible for propelling it so far, so fast: video. Lots of factors propelled its journey from upstart to competitor to unicorn-hard work, a gap in the market, and a solid product to name just a few. From first shave onwards, billions of marketing dollars are spent to maintain the relationship.įast forward to 2016, less than half a decade after it was founded, Dollar Shave Club was acquired for $1 billion by that other consumer goods giant, Unilever. Why? Because the relationship between man and blade begins as soon as puberty kicks off. The male grooming category was considered disruption-proof and competition-proof. As he set out to start Dollar Shave Club, Proctor & Gamble dominated the razor market with a hefty 71 percent share. So Dubin decided try something novel: what if he could sell the razors using a subscription model? Everyone who shaves needs new razors on a fairly regular schedule, right? But his idea was also bordering on the delusional. “I knew immediately I didn’t want to sell them the traditional way.” “At the time, I was helping companies make promotional online videos,” Dubin told the New York Times.
Dubin had a digital marketing background and was excited by the proposal. It all began when the company’s founder, Michael Dubin, was at a party, and his friend’s dad asked for his help in selling a surplus supply of razors online. Seven years ago Dollar Shave Club was a startup trying to move 250,000 twin razors.
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