Dollar Shave Club's Toronto Billboard is Made with Human Hair
Grace Mahas — November 12, 2021 — Marketing
References: ca.dollarshaveclub
To celebrate Dollar Shave Club's expansion into the Canadian market (through Walmart), the brand launched a unique marketing scheme sure to get the attention of passerbyers. The new billboard, located in Toronto, will feature razor shavings from real Canadians' beards. On November 16, a mobile billboard measuring 20 feet by 10 feet will tour Toronto with 30 pounds of hair in all shapes, sizes, colors, and textures.
“We’re looking forward to welcoming more Canadians to the Dollar Shave Club by making our products more accessible than ever through this new retail partnership with Walmart,” says Shagufta Hooda, Senior Brand Manager, Dollar Shave Club Canada. “Since we’re doing it for the people, there’s no better way to celebrate than using real people’s shavings, to create a first-of-its-kind, hairy masterpiece.”
Image Credit: Dollar Shave Club
“We’re looking forward to welcoming more Canadians to the Dollar Shave Club by making our products more accessible than ever through this new retail partnership with Walmart,” says Shagufta Hooda, Senior Brand Manager, Dollar Shave Club Canada. “Since we’re doing it for the people, there’s no better way to celebrate than using real people’s shavings, to create a first-of-its-kind, hairy masterpiece.”
Image Credit: Dollar Shave Club
Trend Themes
1. Personalized Marketing - Using real human hair from the local community for marketing purposes creates a unique and personalized connection between the brand and its audience.
2. Interactive Advertising - The mobile billboard with real human hair encourages audience engagement and social media sharing, making it an interactive advertising experience.
3. Sustainability and Upcycling - By repurposing razor shavings into a creative marketing campaign, Dollar Shave Club is promoting sustainable and upcycling practices in the beauty industry.
Industry Implications
1. Beauty and Personal Care - Innovative marketing campaigns such as using human hair for billboards creates a unique selling point for beauty and personal care brands.
2. Advertising and Marketing - The use of unconventional materials for advertising creates opportunities for disruptive innovation in the advertising and marketing industry.
3. Retail and Consumer Goods - By partnering with Walmart to expand their reach, Dollar Shave Club is disrupting the retail and consumer goods industry with their direct-to-consumer subscription model.
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