Dollar Shave Club is an American company based in Venice, California,
that delivers razors and other personal grooming products to customers
by mail. It delivers razor blades on a monthly basis and offers additional
grooming products for home delivery. In 2015, the company was acquired
for $1 Billion by Unilever, while allowing the founder to remain in control.
DSC’S VIRAL PROMOTION- “Our Blades Are F**king Great”
Dollar Shave Club began their operations in 2011 and afterward began to climb their way up to
turning into an perceived challenger in the man grooming business.
In March 2012, the subscription razor service turned heads with its now legendary launch video
promoting a razor-blade business called Dollar Shave Club which surprised YouTube.
How Dollar Shave Club used Storytelling to grow
Dollar Shave Club got its first big boost from a 1 minute & 33 seconds YouTube video titled “Our
Blades Are F**king Great” uploaded on 6 March 2012 that cost $4,500 and took a single day to shoot.
It went supernova-viral in 72 hours.
It featured the company’s founder, Michael Dubin, who had spent the bulk of his career in digital
media and marketing.
The commercial starts off sounding like an ad. Michael Dubin seated at a desk, talking
straightforwardly to the camera.
“I’m Mike, founder of DollarShaveClub.com. For a dollar a month, we send high-quality razors right to