Dive Brief:

• Gillette launched its answer to the direct-to-consumer shave club business model with Gillette on Demand with features including every fourth subscription order being free and a text-to-reorder option, per a company press release.
• Gillette used consumer research to narrow in on which features consumers want, with the new service offering both the traditional subscription model as well as the option to buy when needed. The ability to reorder by text option is as an industry first, per Gillette. 
• For subscription orders, customers can customize their delivery schedule by auto-setting a delivery that arrives at any cadence they choose and can change or cancel the delivery schedule at any time.

Dive Insight:

The direct-to-consumer service is Gillette’s answer to the popularity of Dollar Shave Club, acquired by Unilever last year for $1 billion. Gillette on Demand is also the brand’s first direct-to-consumer service. Dollar Shave Club and other similar services revealed an unmet need to give men a way to order razor blades without having to go into a store, essentially forcing Gillette to come up with its own option.

Because selling razor blades via direct-to-consumer subscriptions is an established business model, Gillette was wise to take the time and perform consumer research to find out what people liked and didn’t like about existing services and using that data to build more customization and flexibility into its service. The brand also seems to be banking on its longevity in the razor blades space as being a draw for consumers. 

“Ordering blades has never been easier than we’re making it today,” said Mark Jeffreys, Brand Director, Gillette, in the press release. “Gillette On Demand’s as-needed ordering capabilities and its convenient subscription options give guys smart choices, not trade-offs. This new service puts them in control without having to choose between convenience and flexibility, or between great quality and value.”