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Dollar Shaving Club: Disrupting the Shaving Industry (Spanish)


Economics, Marketing

Authors / Editors

Tavassoli N;Anderson J;Kollenz-Quetard K


Publication Year



The case describes how Dollar Shave Club proved to be a disruptive force in the shaving industry, one dominated by Gillette for over a Century. It did so without a single patent to its name, and with a direct-to-consumer subscription and a content-based customer engagement model that was new to the shaving industry, but not to consumer products at large (e.g., Nespresso and Red Bull, respectively). The case demonstrates the disruptive power of a digital platform model, and highlights how new marketing capabilities can disrupt traditional channels. It challenges P&G owned Gillette to formulate a strategic response in light of Unilever’s threat to acquire the upstart business. The case provides online links to a rich set of free videos that include a CEO interview, competitive advertising, and analyst commentary.

Topic List

Business model innovation, Disruptive innovation, Dual business models



LBS Case Number



United States

Available on ECCH


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