Dollar Shave Club, which is owned by Unilever, launched in the UK in December with a pop-up store and its initial promotions. The online subscription service provides its customers with regular shipments of razors and other grooming products. The business has been deploying social media influencers and will also target customers via TV, outdoor and cinema advertising campaigns alongside advertising on Google and Facebook. Other countries will follow the UK.
Dollar Shave Club was founded in the USA in 2011 growing to take 10 per cent of the market there prior to being acquired by Unilever in 2016. It has also spawned a raft of competitors including Harry’s which is already active in the UK.