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About

Dollar Shave Club

Welcome Kit

Peach Fuzz — Dollar Shave Club welcome-kit pitch

Peach Fuzz — Dollar Shave Club welcome-kit pitch

The project

An activation for a Dollar Shave Club pitch. We thought Gillette’s “The Best A Man Can Get” was a little much for razors—and even more to ask of teens learning to take care of their burgeoning soup strainers.

The idea

“Lowkenuinely” welcoming the next generation. Taking aim at Gillette, we reimagined a welcome kit for 18-year-olds.

Execution

Bringing DSC’s tongue-in-cheek attitude to packaging copy, we positioned the brand as an ally in the transition into young adulthood, using humor to poke at self-serious masculinity and generation gaps.

My role

Provided the concept and package copy.

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