01.21.16
Dollar Shave Club has expanded to skincare with the launch of its new line for men, Big Cloud. The products aim to deliver
skin protection from nature's daily harsh elements, including wind, sun and time, the company says.
The collection includes Daily Face Moisturizer with Sunscreen, Good Shake Hand Cream and Wind Master Lip Balm. The products are formulated to solve skincare problems.
Michael Dubin, founder/CEO, Dollar Shave Club, explained:
"After analyzing the category and speaking to our members, we realized that men are stuck choosing products that aren't delivering their desired experience, paying a huge premium for those that do, or using nothing at all. Even unisex brands tend to be tailored to women -- lip balms that are glossy, hand creams that leave a moisture film, and face moisturizers with sunscreen that cause a dewy bronzed glow. Not what guys are looking for. We created Big Cloud to deliver the benefits guys want without the compromise of residue or a premium price."
The Research That Led To Product Development
Dollar Shave Club spoke to its members - male consumers who buy its razors. Here's what they found:
52% of Dollar Shave Club's members use a moisturizer on their hands, but the number one complaint is that the current brand they're using doesn't absorb fast enough. 93% of non-users said they would purchase hand cream if it were fast-absorbing and left less residue.
61% of members use lip balm, but they complain that most lip balms leave their lips looking shiny and greasy.
16% of members use a daily face moisturizer with SPF, but the top reason cited for non-use is that most products on the market leave their skin looking oily, and often cause breakouts.
The Packaging
Big Cloud's products are in convenient squeeze tubes, except for the lip balm, which is in a traditional stick package. The collection has a unique look, with its earthy terracotta hue. The graphics on the packaging are based on a typographical design.
skin protection from nature's daily harsh elements, including wind, sun and time, the company says.
The collection includes Daily Face Moisturizer with Sunscreen, Good Shake Hand Cream and Wind Master Lip Balm. The products are formulated to solve skincare problems.
Michael Dubin, founder/CEO, Dollar Shave Club, explained:
"After analyzing the category and speaking to our members, we realized that men are stuck choosing products that aren't delivering their desired experience, paying a huge premium for those that do, or using nothing at all. Even unisex brands tend to be tailored to women -- lip balms that are glossy, hand creams that leave a moisture film, and face moisturizers with sunscreen that cause a dewy bronzed glow. Not what guys are looking for. We created Big Cloud to deliver the benefits guys want without the compromise of residue or a premium price."
The Research That Led To Product Development
Dollar Shave Club spoke to its members - male consumers who buy its razors. Here's what they found:
52% of Dollar Shave Club's members use a moisturizer on their hands, but the number one complaint is that the current brand they're using doesn't absorb fast enough. 93% of non-users said they would purchase hand cream if it were fast-absorbing and left less residue.
61% of members use lip balm, but they complain that most lip balms leave their lips looking shiny and greasy.
16% of members use a daily face moisturizer with SPF, but the top reason cited for non-use is that most products on the market leave their skin looking oily, and often cause breakouts.
The Packaging
Big Cloud's products are in convenient squeeze tubes, except for the lip balm, which is in a traditional stick package. The collection has a unique look, with its earthy terracotta hue. The graphics on the packaging are based on a typographical design.
