Target Audience Expansion with Dollar Shave Club
May 27, 2014

By now, everyone knows about Dollar Shave Club. You know the guys with the viral F**king Great razors ad.

Dollar Shave Club knows what it takes to make a great ad. They know how to use just the right mix of sarcasm and off the wall humor to apparel to their target audience. Now they’ve taken it a step further and switched gears to target a completely new audience, women.

Makes sense to me, I bought a Mac III razor when they first came out and have used men’s razors ever since. Simply put, men’s razors perform better than women’s razors. Sure, companies like Venus and Gillette have since come out with similar technology in the razor space that rivals men’s razors. But they were way behind this curve and many women that I know are in the same boat I am, they’ve just been using men’s razors for years.

So when I saw this ad on in my Facebook News Stream, I thought it was a great way to extend their target audience and boost sales!



“You don’t need a pink razor to get a badass lady shave.” I love this!

Just goes to show that you can always think outside the box and find new audiences that may be interested in your product.

Can you expand? Market to an audience you never thought appropriate before?


About author


Heather is a cancer survivor, entrepreneur, and health & wellness educator. Advocating for ownership over your own health and medical treatment, Heather speaks and writes on nutrition and lifestyle interventions for healing chronic illness, managing stress, recovering from burnout, and living life on your terms.

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There is 1 comment

  • […] and friends, family, significant others of those 20/30 something males. And recently, they just extended their market to include females as well. By using just enough sarcasm, wit, slap stick and humor, they are able to reach not only […]

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