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Lazy Men: The Next Frontier In Online Retail

Dollar Shave Club's razor-subscription business model is a throwback to the dotcom 1990s
A shot from the Shave Club YouTube ad
A shot from the Shave Club YouTube adCourtesy YouTube

In the technology world, we have Moore’s Law, which posits that the number of transistors on a chip will double about every 18 months. In the world of men’s grooming products, there’s a little known (well, completely made up by me) corollary known as Hokum’s Razor: Gillette will add one blade to a razor for every high-priced pitchman it hires.

The global shaving market is about a $25 billion-per-year industry, according to a report from Global Industry Analysts. This is why Gillette parades Roger Federer, Tiger Woods, Andre 3000, and Adrien Brody before the public and spends billions of dollars on research and development to defy the laws of physics and cram ever more blades on each razor. The company hopes that men will give into their primal urges and pay extra for a razor that promises more blades and more handsome.