Naturally, as CEO of King of Shaves I mainly talk about what we're up to, in our quest to challenge for change in the duopolised world of wet shaving. But sometimes, I take my hat off to someone who's looked at the sector, zagged in from a different angle, and done it so well that the virality of their launch commercial (550,000 visits & counting) crashed their website.
The Dollar Shave Club concept is something we've long looked at with King of Shaves - pay a monthly fee, get razor blades delivered along with a free handle up front. Problem was, we simply couldn't make it commercially stack up, and our key retail partners with whom we sell 50-70,000 products a week in the UK probably wouldn't be too happy about it.
The DSC video featuring the CEO is great, absolutely my style and love how its been done. Shot for $5,000 apparently. And they've got $1m in seed from VC's - including Kleiner Perkins - which makes me think Dollar Shave Club won't just be forever about getting Dollar Shaves. After all, KP are one of the world's best pickers of tech investments.
So, good luck to the guys - yes - I've registered King of Shaves Club - seemed silly not to, and I'm never one for eschewing inspiration from others. If you wish to order King of Shaves online, then simply click here - we offer free delivery for orders over £20 (it's expensive, that shipping...).
If you like their campaigning for a Fairer Price Shave style, then, watch my King of Shaves Manifesto Declaration, shot in advance of our Azor launch in the UK in 2008 (Shave & Save...) below, and remember, our King of Shaves Azor blades are f**KING great too (apologies for the sweary pun, but couldn't resist it).
And if you want the world's sexiest shave, then - wish no more...
Oh, and finally - this is a relaunch of DSC. Here's their first effor here below...
Shows that Getting it RIGHT with a blend of humour & sweary + Reddit & TechCrunch = Success!