With growth slowing in its core e-commerce-based business of sending razor blades to men every month, Dollar Shave Club is branching out into fragrances, vending machines, and a generally broader presence for a brand that began with about the narrowest portfolio imaginable.
Dollar Shave Club is rolling out more than 10 vending machines in high-traffic areas including LaGuardia Airport in New York and the sprawling Mall of America in the Twin Cities. The machines will dispense six TSA-friendly kits that will offer a variety of trial-size Dollar Shave products for shaving, skin care, showering and hair care for $12. It’s part of the company’s strategy to boost its physical footprint and make the brand more ubiquitous.
“We view our automated retail machine as a large interactive billboard through which consumers can get introduced to their favorite products and increase awareness that we offer numerous grooming categories beyond shaving products,” Nick Virginio, senior brand development manager, told Adweek.
“With the evolution of our business model, we are not only upping the number of products we offer, but we are also presenting our members greater personalization and service, flexibility and customization—automated retail is part of this.”
The other big gambit for Dollar Shave Club is to launch its first fragrance line, called Blueprint. It includes six different colognes developed by famed fragrance designer Ann Gottlieb.
The company said that it surveyed members and non-members to find out their fragrance habits and found that 62% wear cologne daily, and that 72% own more than colognes.
“Fragrance is the defining feature of many products across categories,” Michael Dubin, founder and CEO, told the publication. “Dollar Shave Club has chosen to make fragrance an investment and a defining feature of our product line.”
Dollar Shave Club could use more defining features. Three years after its acquisition by global CPG giant Unilever, growth in its online sales has been slowing, and competitors such as Harry’s are going after the same base.