Michael Dubin is a passionate, creative entrepreneur who began his career as an NBC page, followed by an editorial stint at MSNBC news. He then transitioned into Digital Marketing, developing custom content for brand advertisers including Gatorade and EA. Just before founding Dollar Shave Club, Dubin worked in the video seeding space, creating and driving engagement to branded content made by the likes of LG, Ford, Capital One, Taco Bell and other major brands. Dubin is passionate about content, comedy and entertainment, and has been a FoundersCard Member since 2014.
Dollar Shave Club is a unique subscription for men’s grooming products. How did you go from marketing guru to shaving extraordinaire?
Before starting Dollar Shave Club, I was personally frustrated with the primitive experience of purchasing razors. I knew there had to be a better way. When I launched Dollar Shave Club, I utilized my digital marketing and media background to tell DSC’s story in a unique and relatable way. I knew other guys had the same resentment, and I used humor to drive the point home.
DSC does have a very unique marketing strategy, how did these ideas come to fruition?
We always build our campaigns around a core truth, and then use humor in the communication of that truth. Our exceptional in-house creative agency team begins on the ideation and together we bring it to life. Sometimes literally, as you can see with our current television campaign.
What is your company’s mission?
Dollar Shave Club is dedicated to helping men live smarter, more successful lives through high-quality personal care products, content, and technology.
How does a Membership with DSC work?
You choose between three great razor options – Humble Twin, 4X and Executive – and add-on any of our exclusive grooming products, like Dr. Carver’s Easy Shave Butter, Boogie’s Casual Clay or our new skin care line, Big Cloud. All of our products are original formulas we created in-house.
What’s new at DSC?
We just ran our first Super Bowl commercial.If you missed it, we illustrated the frustrating trade-off that guys are forced to make: shaving with the same dirty blade for weeks because razors are too expensive or you forget to buy them.
Big Cloud is all about preserving skin by protecting it from nature’s harsh elements of air, sun, and time, and it’s important for guys to develop proper habits with the right products. Not only that, people won’t pay attention to anything you’re saying if your lips are dry and crusty or shiny and greasy. You are an extension of your appearance.
Why did you decide to air a commercial during the Super Bowl?
Airing our commercial during the Super Bowl provides exposure among a large audience, and an audience that likely experiences the frustration reflected in our commercial. DSC is a men’s grooming brand and our demographics align with Super Bowl viewers.
What makes Dollar Shave Club unique or different?
DSC products solve a problem. We started with solving how men purchase razors. We created a convenient, affordable way to give men the luxury of shaving with a fresh blade, and we learned from our members that their frustrations didn’t stop at the razor aisle. Our direct relationship with more than 2.9 million members allows us to go to them first, understand their frustrations, and then begin developing products specifically for them. It’s an invaluable relationship that makes us who we are.
What is your favorite product offered?
It’s a toss up between Dr. Carver’s Easy Shave Butter and One Wipe Charlies. We like to say we have you covered from cheek to cheek.
How can DSC differ in creating grooming content?
We talk to men in a very straightforward, transparent way that he can understand. It’s no wonder guys are confused because of the bogus skin care tech talk that doesn’t mean anything.
What was the best piece of advice you have ever received?
Don’t take everything so seriously.
What is one book you would recommend to everyone?
Rework by Jason Fried and David Heinemeier Hansson
Aside from @DollarShaveClub, who is someone we should be following on Twitter right now?
Give us your best plug/brag a little about as to what you’re working on now/next.
We’ll be educating men about the importance of taking care of their skin, hands and lips through interesting social and video content. These posts and videos will teach members the importance of proper skin care and how to develop grooming habits with the right products.