Dollar Shave Club


Designing a Cutting-Edge Growth Strategy for Dollar Shave Club 

The direct-to-consumer e-commerce company Dollar Shave Club came to Material to better understand its customers and uncover opportunities to expand globally. The disruptor knew that a penny shaved is a penny earned and wanted to continue passing on savings to consumers, but it needed to develop new grooming products and make revenue-generating advertising decisions. We leveraged our segmentation research toolkit to dig deep into what its customers needed and keep a pulse on overall brand health.  
  • Conducted segmentation research and analysis, data mapping, and ethnographic market research to understand the brand’s customers.

  • Facilitated online smart communities, co-creation sessions, and testing to refine messaging.

  • Established brand and ad tracking to continuously monitor brand health.

We streamlined the brand’s strategy from product development to customer service. When Dollar Shave’s continued growth led to a major opportunity — the brand’s first Super Bowl ad — we tested four of its ads and three competitive ads to gauge performance against each other and historically strong Super Bowl ads. Dollar Shave incorporated respondents’ feedback to develop a new point of view that struck the perfect tone. The chosen ad was a hit — and later that year, Unilever acquired Dollar Shave for $1 billion. We’re happy we helped this disruptor brand succeed in its mission of helping guys take good care of themselves at an affordable price.

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