Dollar Shave Club Growth Playbook
Shave time. Shave money.
Video
Viral
Strategy
Humor
The Spark
Michael Dubin realized that buying razors was a frustrating, overpriced experience locked behind a glass cage at the pharmacy.
The Growth Engine
The 'Anti-Gillette' Humor Engine: Dollar Shave Club tacticaly won the subscription wars through 'Radical Brand Personality'. Their growth engine was the '$4,500 Viral Video'—a one-take comedic masterpiece that explained the value prop while directly mocking the incumbent. This 'Underdog' narrative struck a chord with men tired of 'Precision' marketing. By focusing on the 'Subscription Ritual' and adding low-friction 'Add-ons' (Butt-Wipes, Aftershave) to every box, they achieved a massive LTV that made their $1 razor a high-margin gateway to an entire men's bathroom ecosystem.