Dollar Shave Club is slowly but surely attempting to take over every man’s medicine cabinet.
The Unilever-owned company that debuted a new fragrance line in November dubbed “Blueprint,” is rolling out a deodorant line called “Groundskeeper.” Made up of six products (which include butt wipes), the new line is a response to member feedback about their current shopping journey with these items. The expansion into the category is part of what CEO and founder of Dollar Shave Club, Michael Dubin, said is part of the company’s mission of helping every man “look, feel and smell their best.”
“We learned there were a lot of other problems that guys needed solving that related to taking care of themselves,” Dubin said on stage during a conversation at Shoptalk, a retail conference in Las Vegas. “We will get into more specialized products as it relates to guys’ concerns.”
Part of finding out what those products are is Dollar Shave Club “deepening” its relationship with its members by not only knowing demographic information about them, but also sending them relevant content to them whether it’s Dollar Shave Club branded content or articles from Mel Magazine, an independent editorial brand under Dollar Shave Club.
“It’s knowing everything about the member and helping simplify the shopping experience so you get the best products,” Dubin said. “The more we know about you, the more we can make it appealing to the people in their 70s as well as the people in their 20s.”
For Groundskeeper, Dollar Shave Club dug into data both qualitative and quantitative with its members and coming away with findings such as: 58 percent use an antiperspirant and 37 percent use deodorant. Top brands in the category include Old Spice, Degree, Gillette and Axe and 38 percent are buying one item at purchase, 47 decent buying two products at the same time and 15 percent three or more. One key stat about the state of this category that is relevant for Dollar Shave Club is the 64 percent of people who are open to trying a new brand and the 70 percent who are “likely” to subscribe to a service to receive these items.
“Dollar Shave Club has evolved from a razor once a month or every other month to everything that you need a few times year,” Dubin said.
The new line of products include two different scented antiperspirant sticks for $5 each, two deodorant sticks for $5 each, and two types of “one wipe Charlies” aka butt wipes, a 50 count for $5.50 and a travel pack for $6. The deodorant sticks promise 24-hour odor protection, “T-shirt safe,” and no gunk. Dollar Shave Club is also releasing a shorter spot of its “Getting Ready” ad that debuted in July, which will air nationally on TV and digital.
“What we’re offering is a portfolio of products that are what guys need, want and which address their concerns,” Dubin said. “We hold up our product quality and efficacy next to any competitor worldwide. Where we win is on price, quality, convenience, the totality of the service all bundled together.”
The rest of Dubin’s conversation at Shoptalk included diving a bit into Mel Magazine, with the editor in chief of the site, Josh Schollmeyer. The site, which Dubin said reaches about 2.5 to 3 million unique visitors a month, focuses on content around what wakes a person up in the middle of night and in a way that doesn’t shame men for whatever they’re asking about.
“It’s really hit a nerve, the content that we’re, you’re creating for Mel right now,” Dubin said. “Men are looking for content like this that’s a little bit more thoughtful, that crosses some boundaries at a very interesting time of masculinity and manhood and it really resonates.”
Dubin said Mel “pays the bills in a different way” than traditional companies, by “helping drive engagement.”
“We’re trying to push the envelope on conversation both with our brand and on the content platform but not in a preachy way at all,” Dubin said. “It’s a delicate balance but our goal is to really start a conversation that then we’ll figure it out.”