Dollar Shave Club

Dollar Shave Club disrupted ngành dao cạo râu bằng subscription model. Founded 2011, acquired bởi Unilever $1B (2016) chỉ sau 5 năm.

Dollar Shave Club **Subscription** model đánh bại Gillette (traditional retail). Thay vì mua dao cạo đắt đỏ tại cửa hàng ($20-30 for cartridges), customers subscribe $1-9/month và nhận razors delivered hàng tháng. Benefits: convenience (no shopping trips), savings (50%+ cheaper than Gillette), never run out (auto-delivery). Viral launch: YouTube video "$1 Shave" (26M views) với humor, transparency về pricing (Gillette overcharges). Model này **Direct-to-Consumer** - bỏ qua retail markup, control customer relationship, collect data. Dollar Shave Club expand sang toiletries (shampoo, deodorant) - cross-sell strategy. Challenge: commodity products hard to differentiate, customer acquisition costs high, Gillette fought back với own subscription. Unilever acquisition validated model.