The rise of subscription shaving businesses has transformed this part of the male grooming market. Smart online marketing campaigns and competitive pricing have seen companies like Dollar Shave Club and Harry’s disrupt the traditional shaving purchasing model, moving it away from the High Street.
Its success relies on shaving products being viewed as essentials that require replenishment on a fairly regular basis and that once satisfied with a product, consumers are content to remain loyal. This is also a sector where, for many years, prices for blades were kept high, thanks to a low number of competing manufacturers.
Conditions, therefore, were ripe for a change in approach. That came in 2011 with the launch of Dollar Shave Club, which offered consumers the opportunity to cut costs as well as remove the need to remember to buy razors and other shaving products; something that was generally viewed as a chore rather than a treat.
However, this innovative format in itself would only have guaranteed initial interest. Success over time required products that promoted brand loyalty through high quality, effective devices and formulations.
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