Name: Dollar Shave Club returns to its roots after Unilever neutered its vibe #Entrepreneur #WebDesign #BrandDesign #BrandDevelopment #BrandingDesign [Video]
Uploaded: 2025-01-07T23:48:09+00:00
Description: The original challenger razor brand plans to shave its corporate reputation. Its chief exec, Larry E Bodner, shares how.

Dollar Shave Club returns to its roots after Unilever neutered its vibe [Video]

The original challenger razor brand plans to shave its corporate reputation. Its chief exec, Larry E Bodner, shares how.

“Whenever I tell anybody I work for Dollar Shave Club, they smile and that makes life easy,” Larry E Bodner says, sitting down with The Drum a year into taking the helm as chief executive officer at the razor brand.

The direct-to-consumer company grew quickly and grew big in the 2010s thanks to “irreverent” advertising campaigns, but after a failed stint in Unilever’s personal care portfolio, Bodner is ready to “relaunch” Dollar Shave Club.

“It’s an anti-establishment brand with a fun vibe to it in a very scrappy and enjoyable way that permeates the brand’s culture – that is where we are going back to,” Bodner says.

Bodner, who advised the private equity firm Nexus Capital on the acquisition from Unilever, was brought into Dollar Shave Club as chief executive officer to reinvigorate the brand. “What attracted me is where we’re going, which is back to …

Tags Brand Design, Brand Development, Branding Design, Entrepreneur, Web Design