Dollar Shave Club founder and CEO Michael Dubin has a plan: to dominate the toiletries industry for men--though he probably wouldn't phrase it that way. After all, "toiletries" sounds girly--and that's something the testosterone-laden hygiene company works hard to avoid.
Dollar Shave Club launched with, not surprisingly, a shave product: "f---king great" razor blades sold on a subscription plan, to be exact. In March 2012, the company's hilarious DIY advertisement starring Dubin shot the start-up to viral video fame--and landed it a spot on Inc.'s 2013 Audacious Companies list.
On Tuesday, the start-up launched its next big product in the scheme to dominate men's bathroom shelves: One Wipe Charlies, a line of cleansing tissues for the masculine derriere.
"They're butt wipes," Dubin says, in case you didn't catch that.
Selling men's wipes may sound silly--but Dubin is quick to point to the fact that the U.S. toilet paper market is $9 billion. "By comparison, men's shaving and grooming is only $6 billion," he says.
He's also armed with a key stat: 51 percent of men ages 18 to 45 already use baby wipes--in secret--to clean up, Dubin notes in a blog post on the Dollar Shave website. A large part of staking out territory in the male bathroom involves re-branding products in a way that appeals specifically to men, he says.
His go-to methodology: Humor, of course.
Today's release of One Wipe Charlies was accompanied by a signature commercial starring--who else?--Dubin himself.
Unlike the razors, the wipes won't be sold on subscription; they're $4 for a pack of 40.