Dollar Shave Club Takes Crack at Hair Care With Boogie's Styling
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Dollar Shave Club, as it continues slice away at established razor brands, is taking a swipe a vast new market hair care.
The e-commerce player reported more than tripling sales last year to $65 million and expects to more than double sales this year to $140 million, in part by launching Boogie’s styling aids for men. The line is backed by an online “Boogie’s Match” product-personalization tool and a “Hairantee” offering a full replacement at no cost if men choose the wrong product.
While less-expensive razors have been Dollar Shave Club’s key proposition, Boogie’s, like other category extensions for the brand, isn’t cheap. Products that include hair gel, clay, cream, fiber and paste go for $7 to $10 at or above prices of comparable mass-market products.
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