Dollar Shave Club was introduced last year and accumulated 200,000 active members, since then hired 25 people, and raised more than $10 million.
Today, Dollar Shave Club (DSC) has branched out with One Wipe Charlies (OWC), a hygienic wipe that can be flushed. OWC will cost $4 for a 40-wipe pack. And just like the DSC, members order them as they need them.
According to Michael Dubin, CEO and co-founder of Los Angeles-based Dollar Shave Club, “The razor was a great beachhead. There are some other obvious personal care and grooming products we can hit pretty quickly, and I’d love to hit as many as we can.”
The company believes that men would much rather buy wipes online versus in the store. “This is something guys are using, but it’s not really talked about,” Dubin said. “It kind of hit on all levels for us.”
While it may seem like something that’s ridiculous and no one would ever buy into this idea, Dubin told Tech Crunch, “Nothing we do is an accident. It’s funny to talk about, but it was derived from research. We wanted to understand the products that guys use in the bathroom and where they want to see improvement.”
“More people wipe butts than shave,” he states. “If our strategy is really to own the bathroom, it makes sense for us to move into toilet paper.”
Dubin adds, “Men use wipes frequently, and the $9 billion toilet paper market is much larger than the $6 billion shaving and grooming category.”
Dollar Shave Club surveyed 1,000 men and found that 51% “use wipes regularly” but 23% are embarrassed about it, so they hide the wipes from view. 16% use wipes instead of toilet paper.
Dubin believes “the 49% could be doing a better job back there. Don’t believe me? Go ask 10 friends. I bet five are using wipes. They’re just not talking about it. Indeed, 24% of users hide their wipes from visibility. They swear by the experience, but yearn for something designed for men, not their infant children. Something they can be proud to put on display. One Wipe Charlies answers the call. Of Doodie.”
“Great things happen when your a** feels fantastic,” says Dubin. “We want to service your face, a** and everything in between. This is a great way for us to make that bold statement that we want to own the bathroom.”
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