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02/01/2021

Dollar Shave Club’s New Campaign Targets Omnichannel

Dollar Shave Club’s New Campaign Targets Omnichannel
DSC products in a newly redesigned look are now available at drug stores, mass and grocery retailers.

Unilever-owned Dollar Shave Club is launching an ad campaign that, according to the company, “marks its status as an omnichannel brand.”

Ads for the “We Got You” campaign will run on television and on social and digital channels for the subscription-based men’s-grooming retailer.

“It’s an exciting time to be stepping into DSC,” said Jason Goldberger, CEO at DSC. “The team is incredible and seeing how they’ve worked toward this brand evolution over the past decade, while always staying in tune with real men and their grooming problems, shows DSC’s perfect balance of grassroots and innovation.”

This comes as the ongoing pandemic has increased sales of self-care and grooming products. Indeed, the global men's grooming products market is projected to register a compound annual growth rate of 4.29% between 2020 - 2025, according to one estimate. Even pet grooming products and services are growing in sales during the outbreak. 

As for Dollar Shave Club, its hero brand spot uses musical inspiration and the brand’s wit to reveal a host of grooming issues guys have to contend with on a daily basis and how DSC can help solve them. Developed by an in-house creative team, the spot follows a range of real guys as they explore their biggest grooming problems, like having too much back hair or struggling with becoming your dad.

Additionally, a product spot for the new 6 Blade vs. 4 Blade Razor Starter Set — the retailer’s latest product innovation that helps men figure out which type of blade is best for them by offering two in one pack — follows the same entertaining style with a musical theme.

DSC products in a newly redesigned look are now available at drug stores, mass and grocery retailers nationwide in addition to DollarShaveClub.com.

Dollar Shave Club is a lifestyle brand offering grooming content and products designed to help men be their best selves. DSC launched in 2011 and has since expanded its product lines to include premium shave aides, skincare, oral care, body care and haircare. In 2020, the brand debuted a new redesign and omnichannel model.

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