How Dollar Shave Club Changed Their Messaging (2013-2016)

swiped by Mike Schauer from

Dollar Shave Club has been disrupting the razor business since they first came on the scene with their viral video promo in 2012: More

How Dollar Shave Club Changed Their Messaging (2013-2016)

Key Takeaways

  • Up until this point, Dollar Shave Club's taglines have been built around cleverness & humor, which represent the brand personality, but are also dangerous in terms of clarity. "An Amazing Shave for A Few Bucks" clearly demonstrates what Dollar Shave Club offers vs. "Shave Time. Shave Money" or "Save On A Shave." Remember that clarity trumps all when it comes to marketing.
  • Note how their call-to-action copy went from "Sign Up" to "Join Now" to "Try The Club". "Try The Club" is the most descriptive copy & implies a trial (soft sell). "Club" carries weight in that it can represent exclusivity & belonging.
  • Since 2015, Dollar Shave Club has included "No Commitment. No Membership Fees." in their ads. It's a small addition that makes a big impact in terms of lessening anxiety around the idea of getting tied up or paying unnecessary fees. If you're running a "club", these are two points you'd be smart to address.
  • One thing that stayed the same throughout was the decision to include a photo of one of their razors in each ad. The difference is, the images got bigger & more realistic. It's clear why they chose to include photos...the razors look really quality.
  • However, it's not just about looking good. Think deeper & ask yourself, what objections come up when you're deciding on a product that has a much lower price than usual? Perhaps, is it good quality? Dollar Shave Club is addressing that objection with the impressive photos of their product & packaging

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

Historical Screenshots

Visit the archives of this swipe's source URL or view past screenshots of below.

Go To Archives of This Site

Get The Latest Swipes In Your Inbox.

  • Join the other 15,000+ savvy marketers & copywriters who get swipe updates.
  • Each week, you'll receive new "Swipe Studies" analyzing successful promotions.
  • You'll be the first to know about new site features & additions.
4 Annotations

I'm Interested In Seeing...

Get The Latest Swipes In Your Inbox.

This Swipe's Short Link

Share This Swipe

Add to Collection


You must be logged in to collect content