Dollar Shave Club burst onto the scene last year with a viral video, a great product—subscription-based replenishable razorblades—and a cheeky attitude. Now for its Act Two, the brand is looking to other areas of men’s grooming needs with One Wipe Charlies.
“Our goal is to own the bathroom and to be the easiest place for guys to get the things they use every day,” said Dollar Shave Club CEO Michael Dubin in an intro video to the brand’s newest product.[more]
Toilet paper racks up annual sales of $8.4 billion according to Nielsen data from Deutsche Bank, a significantly larger market than the $3.6 billion for razors and blades, but wet toilet wipes have remained a niche category and have been pitched primarily to women and children. “A Dollar Shave Club survey of 1,000 men found 51 percent use wet wipes regularly, and 16 percent use them in lieu of toilet paper. Yet they don’t talk much about the category, and 24 percent hide them in the bathroom, while 23 percent buy them discreetly online,” AdAge notes.
Dubin hopes to change all this. In a blog post, he declares, “Wherever we can offer excellent products that improve quality of life at a great value, we will. And we’re starting in the bathroom. One Wipe Charlies is our way of saying—boldly, indeed—we want to service your face, your ass, and everything in between.”
A package of 40 wipes costs $4 for a monthly delivery. Dr. Carver’s Easy Shave Butter, brought to market in April, and One Wipe Charlies are sold currently as optional upgrades to the razors, but soon will be available via subscription. DSC now has 200,000 paying customers, of whom most choose the $6 per month razor plan. The plan brings low estimates of revenue in at around $1.1 million each month or close to $10 million in annual sales—not including Dr. Carver’s Easy Shave Butter and One Wipe Charlies.
The hot subscription sector, paired with Dubin’s innate comedic talent is quite the recipe for success for the young company, which has raised $10.8 million from investors over the last year. Dubin hopes to take his viral talent to the air waves this season as a radio campaign, as well as Facebook ads debut to tout the brand’s giftable qualities for Father’s Day.