folder Filed in Domain tips Exact Brand Match Domain: The Secret Weapon Behind the Brand’s Success 
By Tsani Gramatikova access_time 3 min read

Dollar Shave Club, Inc. is an American company based in Venice, California. It is the brainchild of Mark Levine and Michael Dubin, who vented their frustrations about the high cost of razor blades during a casual conversation at a party. This conversation sparked an entrepreneurial spirit, and with their own funds and support from startup incubator Science Inc., they launched the company in January 2011 and unveiled their website in April of the same year.

On July 19, 2016, Dollar Shave Club was acquired by Unilever for an impressive $1 billion in cash. On October 26, 2023, Unilever announced it was selling most of its stake in Dollar Shave Club to Nexus Capital Management, retaining a 35% stake in the company.

The company’s success lies in its innovative videos, robust content marketing campaigns, direct-to-consumer business model, and well-thought-out naming and domain strategy centred around the Exact Brand Match (EBM) domain, The brand name “Dollar Shave Club” effectively conveys affordability and a sense of community, resonating with consumers and clearly defining its market niche.

The company’s first video, a true game-changer, featured Dubin walking through a warehouse, humorously explaining the brand’s value propositions. Its informal tone and the memorable line, ‘Our blades are f***ing great,’ struck a chord with the target audience.

Despite its modest budget of $4,500 and a single day of shooting, the video went viral, catapulting the Dollar Shave Club brand to new heights. Released on March 6, 2012, the video’s overwhelming popularity caused the website to crash. When the site resumed the next day, they had gained a staggering 12,000 new subscribers for their $1 monthly subscription service.

In just a few days, the video had been viewed by 3 million people, amassing 4.75 million views within the first three months and exceeding 27 million views to date. This success was not by chance but a result of Dollar Shave Club’s clever marketing strategy. They blended absurdity and relatability, featuring ordinary people with imperfect bodies, which added humour to everyday life scenarios. This unique approach resonated with consumers, setting the stage for the company’s rapid growth.

A key factor in Dollar Shave Club’s rapid rise to success was its smart use of the domain name. Focusing on a direct-to-consumer approach and continuously leveraging the EBM domain in every advertisement allowed Dollar Shave Club to create a strong, cohesive narrative that resonated deeply with consumers. The company’s branding was integrated into this simple but powerful domain, making it exceptionally easy for potential customers to locate and engage with the brand, resulting in continued success and growth.

Whether you’re a small business owner or a large corporation, a premium domain name can help boost your brand and increase your online presence. If you’re ready to take the next step, contact us to learn more about our premium domain name options and how they can benefit your business.

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