In December 2015, Gillette brand owner Procter & Gamble filed a patent infringement lawsuit that claimed Dollar Shave Club used its patented formulas to manufacture copycat blades.

UnileverDollar Shave Club / Parent organization When Unilever acquired Dollar Shave Club for $1bn, it was a move that had onlookers abuzz about the potential of the direct-to-consumer distribution model. Seven years on, the challenger razor brand continues to perform below Unilever's ”expectations”.

Dollar Shave Club leveraged the digital advertising disruption to disrupt the grooming industry. They developed a much stronger relationship with their audiences, as internet traceability enabled such long-term connections.

Dollar Shave Club, Shave Cream 2-Pack, Formulated with Aloe Leaf Juice, Macadamia & Coconut Oils, No Alcohol, Synthetic Dyes or Parabens, Extra Thick Pillowy Cushion with Mint Tingle.

Their innovative launch video, strong content marketing campaigns, and direct-to-consumer business model enabled Dollar Shave Club to capture a large market share in just a few years. They were so successful that Unilever bought the company in a billion-dollar cash acquisition.

Dollar Shave Club spends much less on advertising and marketing. So Dollar Shave club can sell their blades for less. Dollar Shave Club doesn't manufacture anything. They buy their blades from suppliers outside the US.

Dollar Shave Club's supply model is also highly cost-effective. The company sources its blades and other men's grooming products from China and South Korea, and manages inventory from a single distribution center.

Michael Dubin, the founder of Dollar Shave Club, was tired of paying too much for razors every month, not to mention the inconvenience of always going to the store to pick them up. And that's exactly what sparked his big idea: why not send high-quality razors to consumers for a low monthly fee?

This business model made it possible to provide cheaper razors for consumers, since competitors like Gillette had to deal with the higher costs of retail distribution. Offering a subscription model in their space was a smart strategy that allowed Dollar Shave Club to take over more than a third of the razor market.

They knew that people were frustrated with buying expensive razors sporadically. Therefore, they created a unique business model where they delivered razor blades at $1 every month at customers' doorstep.

"I've been using these since the beginning, taking breaks to try other newer razor companies.... and I still always come back to Dollar Shave Club!" "Best blades bar none. The blades give you a close smooth shave even after many uses. Highly recommend."

Competitive Advantage Price: Dollar Shave Club eschewed the traditionally high margins on razors and delivered them at a competitive price. By delivering their razors by mail, the company also avoided the markup costs of traditional brick and mortar retailers.

I have paid more than quadruple for what came in the box and everything I used was great for the purpose it served. So, these shaving supplies aren't just “good for the price you pay”, they are just plain good. Exceptional Shaving Experience - Dollar Shave Club 4-Blade Razor Set Delivers Smooth Results!