Dollar Shave Club

I have to say that as a brand marketer, I'm not a big believer in private label products.  How could I be? I love the concept of being a brand and I love all that is brand marketing.  I have drunk the Kool-Aid(R).

But I have to say that I was a bit intrigued when I first heard about Dollar Shave Club.  It is an internet e-commerce sensation that certainly hit the ground running about ten days ago thanks to a viral video that sent thousands to a website to buy high-quality razors for a fraction of the price.  $1.00 for a month's supply as a matter of fact.

Gotta love the tagline:  Our blades are f**cking great.

The premise is that there's no reason to spend so much time and money on razors when you can join the Dollar Shave Club and have them sent directly to you every month for $1.00 (or a little more if you want the multiple blade varieties).  The CEO tells a mean, compelling story I have to say:  high quality, low cost, and convenient ... with a whole lot of attitude and a website that's very easy to navigate.  He's got the video hits and website traffic now to prove it.

What I love is that this company clearly understands how men (or some men) think about shaving and shopping/buying razors.  They did their homework, that's for sure.

Maybe this isn't private label after all ... I smell a brand in the making ... perhaps even an inspired brand.

What's your experience?  Jim.

Jim Joseph

President of North America at Cohn & Wolfe

Author of The Experience Effect and The Experience Effect for Small Business

Professor at NYU