Dollar Shava Club - for women

Gabriel Dillon Lisandra Maioli Pamela Tanzillo Sutheerawan (TJ)

UC Berkeley Extention – Consumer Behavior Professor Kathy Klotz-Guest

March 25, 2013

§  Subscrip)on razor blade delivery service

(launched in July, 2011)

§  12 K subscrip9ons in 2 days

§  Social Media (Facebook, Twi?er, Google+)

§  DSC characteris9cs: ü  Irreverence ü  Prac)cally ü  thri: ü  simplicity

§  Targe)ng its product primarily at men

“Men, at first, offer a bigger target to tell our ini3al story.”

Dollar Shave Club offers 3 types of razors, the cheapest being the most adver9sed:

“for a dollar a month we send high quality razors

right to your door”

“Stop paying for shaved tech you don’t need. And stop forgeDng to buy your blades every

month”.

Twitter

G+

Facebook

But DSC already has woman as

consumers, they already like DSC…

Oh, I forgot to men3on that the actual shaving experience was a delight as well.

Women, be warned though. My wife tried out one of the 4X blades and did not enjoy the experience...if only Dollar Shave Club

offered a female version!

Blog Illusions of Grandeur

Let’s just sit back and wait for the inevitable lady version of this adorable marke3ng gimmick to come out. Or maybe women will just con@nue

stealing the menfolk’s razors in the shower anyway.

The key to a good shave, he pitches, is a clean, fresh blade. And lowering the price is the key way to get men

(and, eventually, women), to change out their blades more

frequently. C|net

Consumerist

Sites and weblogs also see

women as a target:

“While the Dollar Shave Club now only caters to men, there has been talk about the possibility of expanding their business model for a

women’s line of razors. In fact, the razors that they currently offer have suited some women just fine, as there have been numerous

reports of female Dollar Shave Club subscribers. Expanding the Dollar Shave Club to cater specifically to

women seems like the logical next step.”

Get Your Financial Solu)ons

“They don't have female specific ones, but my girlfriend uses the 6 blade ones and she says they're beTer then the girl

razors out there...”

My Own Private Idaho

It’s simply a business where the founder Michael Dubin looked at an industry and said he wanted to help men have fun with shopping online, because, “Women have all the fun

[shopping online] with fashion, shoes, and accessories.”

MediaHunter

h?p://www.youtube.com/watch?v=ibB-‐70hpzck

Dollar Shave Club Review - FROM FEMALE CUSTOMER

Women represent the majority of the

online market

Digital Divas By The Numbers

• 22% shop online at least once a day

• 92% pass along informa9on about deals or finds to

others

• 171: average number of contacts in their e-‐mail or

mobile lists

• 76% want to be part of a special or select panel

• 58% would toss a TV if they had to get rid of one

digital device (only 11% would ditch their laptops)

• 51% are moms Source: Mindshare/Ogilvy & Mather

h?p://www.she-‐conomy.com/facts-‐on-‐women

“Women tend to do a great deal of preliminary research online before stepping into a store, and if a retailer’s Web site provides helpful informa@on geared to problem solving, it will help that retailer become part of her trusted circle as well as

guide her to that store’s front door”

“Women do more peer and expert recommenda3ons than men when narrowing down the field ques3ons. She’s going to get into the fine details, may ask addi@onal

ques@ons and will do more face-‐to-‐face interac@on than men”

The Women’s MarketReaching and Retainingthe Female ConsumerThe Right Approach to Women Customers Can Reap

Benefits Across the BoardBy Laura Oles

M en and women are different in more

ways than can be counted, including

how they shop and why. The good news

is that effectively marketing to and serving women

does not mean a company must do so at the exclu-

sion of men. In fact, a marketing and service strate-

gy that is designed to properly serve the female con-

sumer is one that will raise the bar in satisfaction for

both genders.There are some misconceptions about women

and technology, and buying into these antiquated

beliefs can cost a retailer substantial revenues and

dissolve their repeat customer base faster than an

Enron retirement account. For example, while men are most often the audi-

ence targeted in marketing for consumer electronics

purchases, women now account for over 50 percent

of the $55 billion spent last year on CE products,

according to the CEA (Consumer Electronics

Association). A third of women consider themselves

“early adopters.” Those who have been “in photo”

for a period of time understand that the female con-

sumer—often referred to as the “memory ambas-

sador” or “primary picture-printer”—is a coveted

client with film photography and this is also the

case now that digital cameras outsell their film pre-

decessors.In building a marketing strategy designed to effec-

tively reach women, it is important to understand

what she values and speak to the issue without

speaking down to her. In a Marie Claire survey pub-

lished earlier this year, 78 percent of women

responding felt intimidated or confused when shop-

ping for consumer electronics. This issue may have

less to do with the fact that women are less techni-

cal but that the information they seek to make an

informed decision is often not provided in a way

that speaks to “solution-providing”. Lisa Hinson of Sante Fe, N.M., can relate to expe-

riencing a bit of confusion when searching for the

right CE products. As a past technical product man-

ager and a woman with an affinity for technology,

she still finds herself uneasy at times when search-

ing for information to make the best decision. “I had

a little trouble locating the right routers and hubs

because I wasn’t exactly sure which questions to

ask,” says Hinson of a recent shopping experience.

“I find myself put off at times by salespeople. I end

up doing much of the research myself.”It’s the classic “features-to-benefits” lesson in basic

sales and marketing training. When selling a digital

camera, for example, don’t get mired down in the

details of different megapixel explanations—frame

PICBIZindustryinsight

Editor’s Note: This is our second installment in an

occasional series examining the emerging women’s

market in digital imaging.

56

www.picturebusinessmag.com • December 2004

!

“Social retail, especially since it combines two ac3vi3es that are already firmly in the mainstream of women’s Web ac3vity, may be the next fron3er in this evolu3on. Social networking is also emerging as a key driver for women in the mobile sphere”

“Women drive a dispropor@onate amount of on line spending. In the U.S. market, women make up just under half of the Internet popula3on but generate 58 percent of e-‐commerce dollars.”

“ I like to be connected with others” (73%) ” I have my Facebook profile” (78%)

Demographics

•  Most of the adver9sements show summer scenario. It is true that women shave more frequently during the summer, but they also shave during the rest of the year

•  46% of women used male-‐centric products for their shaving needs with the expecta9on that they are more effec9ve than female-‐dedicated razors

•  Women have 18 )mes more surface area to shave than men has

•  Grooming products targe)ng women are o:en more expensive than the comparable product targe9ng men

•  Women also want to save money with razors

•  80% of women s)ll prefer razors for hair removal over other techniques and technologies

General information about Woman Shaving

For the past five years, interest in "women shave" has been increasing. And there are two interesting observations:

1- Women search for razors, but also search for information about razors. Brands sell the blades, but don't provide information about the "myth."

2- There is no universally acclaimed "best" brand. Women are still searching for a brand to call their own

Money-‐saving womens razors

When the weather is hot and clothes are skimpier, having a

razor that does a great job shaving legs is a priority…

/1MARKETING TO WOMEN 2012

BEYOND PINK:MARKETING TO WOMEN 2012

Women beyond pink

Women beyond pink

“Gender-‐neutral ads generate

double the results of women-‐target”

Women also like humor

Women also have to save time

Women also want to keep in touch

Women also want to share their experiences

Women care about online relationship

Women don’t want to fit a girly pink stereotype just because they are women

The “big mama” The Workaholic

§  She’s the woman who lives for her family, she always worried about her house and her family, and she’s the bo?om of the list.

§  Happiness for her is guarantee that everybody in her house is happy. Her personal realiza9on its not part of her reality

§  She’s completely independent, she’s aggressive and for her success is related with her professional life.

§  She believes if she puts her profession on top she will be powerful, but at the same 9me she’s frustrated with her personal life because she does not have9me to take care of herself or keep a rela9onship


For this woman balance is the word, she has her job, is independent, but always her self esteem is on top


“ I prefer having a balance life than a perfect life”

“ Feeling happy and good with myself it’s the best way to make people around me

fell happy”

“ The world needs more femininity woman and not woman who wants to be

compared with men all the 3me”

Analyzing our target audience we realized that most of our real users are between 18 and 34 years and the searches were

made from work.

They view razors as a commodity necessary to their lifestyle, but believe the marke9ng messages that advocate for unnecessary features on their razors inflate their cost.

Between 24 and 39 years old, are white collar knowledge workers, and have individual incomes above $50k / year.

Largely, though not universally, single and have filled their life with ac9vity. As such, they value the prac)cality and convenience of having razors delivered to their homes.

Addi9onally, they are highly value conscious; they are willing to spend money on things they perceive as high quality, but very reluctant to spend above a product’s perceived value.

Their web page is obvious women centric with light and candy colours like pink and light blue. This is also applicable to their products.

forget about buying razors, FOREVER

Product Descrip9on wordings are more descrip9ve than those of DSC, for example:


Facebook = 464 Likes and 37 talking about it. Most of their posts are tweets that are retweeted from Twi?er TwiXer = 404 followers with only 47 tweets since in business/ they omen use hashtags like #Luxury and #Convenience

§  The Blade Award for “New ecommerce website of 2012”

§  Offering premium shaving soaps as an addi9onal to razor packages

§  Promoted by having free-‐giveaway in February


“With so many subscrip@ons available, I’ve been surprised that I’ve yet to find a monthly

razor service geared towards women. Thankfully ChicShave has come to the rescue! (…) I mean, when you think about it razors are such an integral part of our daily lives from a fairly young age. Men and women have been

shaving since ancient @mes …”

Parsimonious Parcels

“Now there is a monthly subscrip3on service for razors, thanks to ChicShave. I think this is a great idea, because razors are something that just about all women need. It's also good because with razors coming to your door every month, you will no longer have to remember to buy

them at the store.”

Glamour Girls Reviews


They come in both refillable and disposable versions with 5 blades and interchangeable handle

Venus' Closest Shave. Dramatically Smooth Skin

5 Blades with Ribbon of Moisture

Rated on most beauty blogs and websites to be the number one choice for refillable category.

“Get closer to the ones you love with unsurpassed smoothness. Our first five-‐blade razor for women, Venus Embrace® hugs every curve and even lets you shave bikini hair for a close shave and drama9cally smooth, begs-‐to-‐be-‐close skin.

•  5 blades for a drama9cally smooth shave •  Ribbon of moisture for a smooth glide •  Interchangeable Blade Refill Cartridges •  ShowerPod® convenient in-‐shower storage •  Som Grip handle for no-‐slip control

Venus® products are designed to fit all lifestyles, whether you seek the perfect shave or an indulging and pampering experience. Venus® encourages all women to reveal their inner Goddess making them feel sexy, confident and care-‐free


Facebook = 1,083,344 Likes and 15,410 talking about it. (Higher rate of engagement on the plauorm than Chicshave) TwiXer = 17,641 followers with 4,048 tweets/ use different hashtags for each products, for example, #VenusEmbrace, #VenusOlay,#VenusRazor

§  Both the FB and Twi?er pages include en9re products under the Venus product line.

§  Generally sold at $12 (interchangeable handle + 2 cartridges) in general stores like Walmart/ Walgreen/ CVS – The refill cartridges are sold at around $15


“The high performance Schick® Qua?ro for Women®Razor has enhanced condi9oning strips with Acai Berry and Jojoba Complex. A shave so smooth you can even skip a day or two!

Free your skin

Facebook = 290,251 likes with 809 talking about it (lesser interac9on than Gille?e) their page is quite ac9ve with posts and pictures related to their products or, at least, feminism. TwiXer = 1,442 followers with 1,572 tweets

Free your skin

Daily "In fact, studies show that adding more blades doesn't add any extra closeness to your shave, and gels rub off quickly. So, the best way to save on

the product is by making them last longer. (…) So, the next @me you get tempted to buy that preOy pearlized pink op@on, think again. When it comes to smooth results, a regular razor is really all you need. Make it last with proper care and you'll be

saving on your shave in no 3me."

Daily Finance

Technically, not all ladies razors are pink/purple/yellow, leaving all men's razors with

blue and grey. I know that the GileTe Venus is turquoise for example. However, it

s@ll just seems a liOle boring that marke@ng departments make female and

male razors so differently.

Sexism in razors -‐ feminism in the hair removal department

Rockalily Cuts

Marketers are s@ll using the pink sledgehammer because it's probably the

easiest route to go. Pink has been designated the universal color for all females. If you want to try to find a

present for a liTle girl, I defy you to find something that isn't pink. Pink is not a strategy. But when it's the only color

offered, it makes it seem like you haven't put any thought into this at all.

Just using pink is too heavy-‐handed. If it's not raising money for breast cancer, it just seems like someone somewhere in the company thinks

pink is catnip for women. And in some cases that's true. But it's just geRng a liOle old, and women expect a bit

more than that.

Tier 1 Tier 2 Tier 3

Tier one: a sleek basic an9-‐drag 2-‐blade shaver glides across your silky skin with moisturizing aloe vera strip for ultra som amer-‐shave skin. With 5 cartridges per month to help your skin stay silky smooth. Tier two: The last razor you will ever need; a gentle shave in a single stoke. You will love this razor more than your boyfriend’s. A 4-‐blade razor with full 90-‐degree pivot head for those hard to reach areas. Delivers with 4 cartridges a month and each comes with Aloe Vera strip to leave that som and silky feeling. Tier three: The final fron9er. Stop being that bad girl and step up with your very own. The 6-‐blade razor “to call your own” with the caring of aloe, vitamin E and lavender moisturizer and lubrica9ng strip for maximum skin protec9on. The ul9mate personal groomer every woman needs.

Women will have 3 options, like men

While the bravado of “s9cking it to the man” will remain a key element of the marke9ng messages, introducing the blades as a male-‐only product will change and women will be portrayed as similarly savvy, prac)cal, and aggressively sharp. The most important messaging element to avoid will be anything that suggests women have unique shaving requirements. Instead, the primary message will be that shaving is a prac)cal necessity for women just as much as men, that a product designed for a woman has desirable quali9es for their shaving habits, and that the unnecessary fluff, hype, and female-‐centric marke9ng are pandering, demeaning, and wasteful.

Messaging Guideline, including the tone and voice will be the same

Competitor Slogans


Free your skin


“Shave time, shave money. Shave more than your face”

Changing the over Male-centric communication

Current: Many posts from its Facebook page are 9ps and survey about man-‐woman rela9onship and female behavior. Changing: Also include informa9on about male behavior and 9ps about rela9onship for women. Ask their opinion as well.


Current: Other posts starts by “man” and some comments exclude women from the conversa9on. Women are like “stalkers” and are not part of the “club”. Changing: Don’t use just “men”, also use “women”, talking with women as well including them into the conversa9on, answering them as a part of the club.


Current: Automa9c e-‐mail and posts are generated talking to men. Changing: Those texts must be general gender and not male or female gender-‐centric.

Tier one: Sugar Cane/ Sweet Grey/ Grey Sugar Tier two: Tender Love/ Passion Grey / Delicate me Tier three: Alpha Lady/ Famme Fatale / The ul9matum

Contest to choose the product names

#DSCforwomen

Microsite describing women’s shaving needs, explaining the prac9cality of a razor subscrip9on service, and will explain why a women-‐centric razor is desirable for women. The microsite will link poten9al buyers to the primary DSC website, where the women’s razors will be for sale directly alongside the other three models. On the primary site, much of the messaging will include references to women’s shaving needs as well as men’s and some of the material that specifically targets men will be excised.

§  Collec9ng women’s stories about their need for prac9cal, low-‐cost razors has led them to DCS

§  Crea9ng content to Facebook and Twi?er (same Facebook page and Twi?er account) with the hashtag #DSCforwomen

(the content will follow the same editorial style as told before, but including the women on the conversa3on “let’s talk about shaving”)

All current subscribers of the “4x” and “Execu9ve” DSC will receive in their next razor shipment a single women’s razor handle and cartridge.

This will reach most of DSC’s current female subscribers, and also give male subscribers an opportunity to pass the blade off to a female friend.

The associated packaging and messaging with this free blade will exhort the users to share their experience with their free blade on TwiXer and Facebook, where the DSC brand will engage, aggregate, and share their stories with the larger DSC community.

Use Twi?er and Facebook to compile a list of female subscribers already advoca)ng for DSC. Send them samples and encourage them to try the woman-‐centric razors.

A loyalty program designed to increase the net promoter score by rewarding users who become advocates. Rewards longevity with opportuni9es to try premium services for free. Loyalty is an opportunity to upsell our happiest users with high-‐profit services while recognizing their apprecia9on of our service.

If a boXom )er user refers one person who subscribes, they get a free, one month upgrade to the second 9er product in addi9on to their usual product the sixth month of their subscrip9on. If they refer two people, they get their free upgrade amer four months of subscrip9on. If they refer three people, they get their free upgrade amer three months of subscrip9on. They can refer more people, but can only receive more upgrades every three months.

If the referer is a second 9er user already, their receive the highest )er product, for free. If the referer is a top 9er user, they receive a box of premium trial size toiletry products. (Poten3ally partner with BirchBox to get access to cheap samples.)

§  Recognize only users who subscribe for mul9ple months of service. §  Recognize only users who refer at least one addi9onal paying customer. §  For users who refer mul9ple users, provide perks more rapidly and more

frequently. §  Provide users opportuni9es to try higher 9er products with the expecta9on that

some will upgrade. Net Promoter Score: §  Encourage sa9sfied users to refer their contacts. §  Reward our most enthusias9c users with prac9cal perks as omen as possible.

Loyalty goals and objectives

New video featuring Durbin and Katie

h?p://www.youtube.com/watch?v=WAk77Kr_OwQ

h?p://www.youtube.com/watch?v=jBkR09sP4T4

h?p://www.adweek.com/adfreak/schick-‐qua?ro-‐helps-‐women-‐trim-‐bush-‐14387

Adver)sement for women's shaving razor

1933

Gabriel Dillon Lisandra Maioli Pamela Tanzillo Sutheerawan (TJ)

UC Berkeley Extention – Consumer Behavior Professor Kathy Klotz-Guest

March 25, 2013

Health & Medicine

Dollar Shava Club - for women