Getting “Dollar Shave Clubbed”

How Natural Brands’ Search Dominance Is the Trojan Horse for Mass Brands

Organic Search on Amazon: A Study of the Disruption of Emerging ‘Natural’ Brands

Every brand knows the cautionary tale of Dollar Shave Club and its impact on the iconic brand of Gillette. Dollar Shave Club was founded in 2011. Four years after their launch, Gillette still had not responded even when Dollar Shave Club had over a million users.

While brands across categories are now paying closer attention to smaller players in part as a result of the lessons from this very visible example, the “Getting ‘Dollar Shave Clubbed’” study reveals the significant threat posed to mass consumer package goods brands in one of the fastest growing segments: Naturals.

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