08 March 2012

[branding] Dollar Shave Club Proves Cheeky Humor Still Sells

2791… well, at least it still sells if you pitch it just so.

In a conversation last night, I overheard someone talking about Dollar Shave Club, that it was apparently a dotcom that sent you just your basic, two-bladed razor for a dollar a month. Skeptical? You bet. But I've seen sillier things sold seriously (Artisanal Pencil Sharpening, anyone?) and anyone who's been on the intertubez for any length of time knows that it really does allow you to fuse things that weren't really 'fusable' before into something that works.

According to this article at Huffington Post*, the entrepreneur behind it, Michael Dubin, was able to mash up direct importing form China and Korea** with the savings that strictly-internet commerce can provide to deliver a free handle, five blades/month of a basic two-bladed men's razor for $1/unit, or $3/month.

What really gets this over-the-hump, however, is the cheeky, dry humor that seems to borrow as much from the sensibility of The Daily Show as it does Saturday Night Live with a dash of National Lampoon. The video, of course, has gone viral. Touching on such things as the quality-price-value proposition, men's grooming over the 20th Century (you're handsome Grandpa just used one blade, and he had polio) lampooning of some trite ad-speak, and even works in how he's improving the economy. Just watch.

The three models offered show a similar wry humor. The DSC's basic model, 'The Humble Twin' boasts that it 'does not front'; the middle-range model, 'The 4X', is good enough for you and your girlfriend; the Cadillac of the line, 'The Executive', 'comes from the future and lives in Outer Space'.

But this startup does exist and will send you blades at prices that make buying your shave at the variety, grocery, and drug store look kind of look a little extravagant. And I enjoy the humor.

Even though I wear a beard. Makes me wish I preferred being clean-shaven.

*I refuse to call it HuffPo. I cry and die inside whenever anyone I know does.
** I, too am a bit conflicted about importing from China and Korea but, on the upside, Alejandra wasn't working last month, and this month, she is. So that's something right there. 

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