Andrew Mollenbeck, wtop.com
But the Dollar Shave Club has launched its start-up company with a video that has the laugh lines and the social media buzz of a Super Bowl commercial.
It's been viewed almost 4 million times in the first three weeks.
"Are the blades any good?" the video opens, with co-founder Michael Dubin walking deadpan toward the camera. "No. Our blades are f****ing great!"
Customers choose from three different blades -- with names like "The Executive" and "The Lover's Blade" -- to receive monthly.
On the economical side, the "Humble Twin" costs $1 per month plus shipping and handling for five cartridges.
The "Executive," which offers a "shave... so buttery, it feels like you're carving turns through a virgin Wyoming snowfall" is $9 plus shipping and handling. It includes three cartridges per month.
Aside from the slick video marketing, the company appeals to customers who feel they're overpaying for blades a store employee often has to unlock in order to purchase.
It markets simple prices and home delivery convenience.
"Do you like spending $20 a month on brand-name razors?" the ad asks. "Nineteen go to Roger Federer," an obvious dig at Gillette, which uses the tennis star in its advertising.
"And do you think your razor needs a vibrating handle, a flashlight, a back scratcher and 10 blades?" Dubin asks. "Your handsome-a** grandfather had one blade and polio."
The video's Internet popularity may have grown to be too much for the nascent company. Blades are on backorder until May.
(Copyright 2012 by WTOP. All Rights Reserved.)
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