Unilever, makers of Axe Deodorant & Dove products, has just staked their claim and have agreed to buy Dollar Shave Club (DSC).
Reports state that DSC founder Michael Dubln will continue to serve as CEO.
“Dollar Shave Club is an innovative and disruptive male grooming brand with incredibly deep connections to its diverse and highly engaged consumers,” said Kees Kruythoff, president of Unilever North America.
“In addition to its unique consumer and data insights, Dollar Shave Club is the category leader in its direct-to-consumer space.
We plan to leverage the global strength of Unilever to support Dollar Shave Club in achieving its full potential in terms of offering and reach.”
Subject to regulatory approval, the acquisition is planned to be completed before the end of September.
I’ll be curious to see how this affects the overall brand image of DSC.
The main thing DSC had going for them was that they were anti-establishment to an extent. They were sticking it to the man.
They disrupt the industry with a direct to consumer model, a screw-you attitude, and a value priced offering that rivaled all the over-priced incumbents.
Now, they’re going to be owned by the man, so we’ll see what happens.
With that said, I’ve appreciated what the Axe & Dove brands have been doing in the market, from an advertising perspective.
Lots of creative folks working in the marketing & PR teams, so it’ll be interesting to see how deep Unilever pockets can impact a creative brand like Dollar Shave Club.