A Razor Fight

If you work in marketing, you've certainly heard the phrase, "Give away the razors to sell the blades." And if you've ever purchased blades, you know exactly why they say that... because those tiny, sharp pieces of metal and plastic are serious money makers.  Well, someone is now looking to shake up this razor situation. Meet DollarShaveClub.com. 

A new idea in the male grooming category, Dollar Shave Club offers a monthly razor membership starting at just $1 (plus s&h).  This basic package gets you 5 twin blades every month. You can also upgrade to the The 4X or The Executive for a greater quality of blade.
 
Not only does this make for an interesting and different business model, but the way Dollar Shave Club is positioning itself is equally fresh. Dollar Shave Club looks and feels like the anti-Gillette. It doesn't take itself too seriously. It doesn't try to amaze us with the "space-age" technology inside their razors. And they don't have celebrity endorsements.

Nope, Dollar Shave Club uses their young unknown president to present their case. He describes their razors simply as "f*&cking great." He pokes fun at the unnecessary razor accessories you pay for these days. And while the Mach 3, 5, 7 or whatever number they're currently at would find itself backed with millions & millions of ad dollars and sponsorships, Dollar Shave Club created this one simple video. It's funny. It makes a good argument. And it's no doubt destined to go viral.

Yep, unlike a guy with tiny blood-stained tissues populating his face and neck, this is some smooth operating. Well played -- Dollar Shave Club.