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Dollar Shave Club has enlisted famed fragrance developer Ann Gottlieb for a seemingly unlikely bet -- that an online subscription business built around cheap razors can sell prestige men's fragrance.

DSC's new BluePrint brand, launching officially today, is one of a few ways the 7-year-old business is shaking things up in its third year since being acquired by packaged-goods giant Unilever and amid signs growth has slowed.

This week Dollar Shave Club will also begin testing vending machines at malls and transit hubs in New York, Los Angeles, San Francisco and Minneapolis. And DSC is fundamentally changing how it brings new customers into the fold, moving beyond its core of men getting monthly boxes of razor blades in favor of less frequent shipments of its broad range of shave prep, haircare, skincare and oral-care products. Overall, DSC now has more than three dozen products in six categories.

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