Despite new razor retailers Dollar Shave Club and Harry’s being touted as disruptors of an industry, their path to raising awareness among consumers is surprisingly traditional. Dollar Shave Club’s social media allocation mirrors that of Gillette, which obtained 98% of its total social interactions in June and July on YouTube. Dollar Shave Club obtained 70% of its YouTube views from a three-year-old video “Our Blades Are F***ing Great”, which the brand still promotes.
Furthermore, Dollar Shave Club is embracing TV while other marketers are shifting budgets away and onto digital. TV has been a relatively successful endeavor for DSC; its first run of commercials in November 2014 promoted more online actions (searches, views, and social actions) between Q3 2014 and Q2 2015 than Gillette, despite lower spending.
Harry’s – despite being created by former Warby Parker founder – has a modest social media profile (relative to its peers) with just 16,600 interactions in the past quarter. The brand has also ignored YouTube and TV, and has just 102,000 views for its brand channel.
In search, Dollar Shave Club has surpassed Gillette Shave Club in visibility and owes much of that success to ads. It owns 15% of relevant paid search ads vs. Gillette’s 9%. Press results about Dollar Shave Club’s success also help the brand’s visibility.
See L2’s study of 72 personal care brands operating in the U.S. market for more.