MARINA DEL REY, Calif., July 11, 2018 /PRNewswire/ — Today, men’s grooming brand Dollar Shave Club (DSC), launches a new campaign that celebrates what really goes on behind the bathroom door during the Get Ready process. Authentic, vulnerable and surprising moments are weaved together in a beautiful film that showcases a broad cross-section of the types of people who make up DSC’s millions and millions of members. To all of these people, DSC says “Welcome to the Club” and presents a multitude of grooming solutions to help them on their journey.
With the new campaign, the brand that came to be known for its authentic tone and viral videos showcases the evolution of its marketing, its growing member base and expanding grooming portfolio, and hints at future offerings.
“Getting Ready is a universal process. We all Get Ready for something, and in that moment, we are in our most vulnerable and hopeful state,” said Michael Dubin, CEO and Founder, Dollar Shave Club. “We launched this campaign to tell our current and future members – no matter who they are – that we’re your partner during this crucial time as you prepare to look, feel and smell your best.”
According to a study commissioned by DSC*, men say that over 30% of their grooming habits are embarrassing. DSC believes that the process of Getting Ready is universal, no matter how different your specific practices or routines may be. Whether you pee in the shower, or wax your nipples, DSC encourages the authentic you to shine through.
The campaign kicks off with a long form video featuring 36 characters that are all representative of DSC’s member base. The video will be followed by multiple :30 second and :15 second TV ads, as well as a variety of online videos and static assets that explore the characters we meet in the long form.
Watch the “Get Ready” campaign here: http://dlrshv.es/GetReady
About Dollar Shave Club:
Dollar Shave Club is a lifestyle brand offering grooming content & products designed to help men be their best selves. DSC launched in 2011 with a simple proposition: deliver high-quality razors for a few bucks a month. Since then, DSC has expanded its product lines to include everything men need in the bathroom. DSC product lines include: Superba!, powerfully minty and invigorating oral care products; Wanderer, shower products that cleanse while hydrating; the DSC Traveler, a high quality travel bag specially designed to take Dollar Shave Club on the road; Big Cloud, never greasy, never shiny skin protection from the elements; Boogie’s, hair styling products for every head of hair and every hairstyle; One Wipe Charlies, peppermint tingling butt wipes for men; and Dr. Carver’s, premium shave aides for a delightfully gentle shave from start to finish. For more information, visit www.dollarshaveclub.com or follow Dollar Shave Club on Twitter (@DollarShaveClub), Facebook (@DollarShaveClub) and Instagram (@DollarShaveClub).
Kristina Levsky Cole
DOLLAR SHAVE CLUB
*This random double-opt in survey was conducted by OnePoll, a market research company and corporate member of ESOMAR and adheres to the MRS code of conduct. For more information about OnePoll’s research in the media, navigate to their portfolio here: http://www.onepoll.com/in-the-media/
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SOURCE Dollar Shave Club