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Dollar Shave Club Is Evolving To Generate Better Momentum

November 6, 2018: 12:00 AM EST
Direct-to-Consumer subscription grooming brand, Dollar Shave Club, is launching a cologne brand in collaboration with Ann Gottlieb. BluePrint will launch with six fragrances, ranked by complexity and sophistication, and DSC is also trialing sample boxes containing all six scents. The new brand is just one of the brand’s recent initiatives. It is also trialing selling products in vending machines. The brand has expanded beyond monthly deliveries of blades and now offers other shave products as well as hair, skin and oral care items. New customers are encouraged to choose the Full Service offering, which includes a starter box of products from all the categories. The moves come as the competitive environment intensifies and the company’s sales flatten. [Image Credit: © Dollar Shave Club]
Jack Neff, "Dollar Shave Club branches into fine fragrance and vending machines", Advertising Age, November 06, 2018, © Crain Communications
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