CivicScience has the world’s largest proprietary database of real-time declared intent, allowing brands to activate high-performing advertising that drives up to 80% better performance. See how our partners achieve superior marketing outcomes here.
Dollar Shave Club (DSC) built its reputation as a disruptive, subscription-based grooming brand for men, but the company is now setting its sights beyond its core male audience. DSC recently launched a women’s grooming line, marking a significant expansion for a brand long associated with specifically men’s products. New consumer-declared data from CivicScience measures the appetite for the new line and reveals how women approach grooming and razor purchases more broadly.
Early Interest, but Room to Grow
Just over one-quarter of U.S. women 18+ who don’t already use Dollar Shave Club tell CivicScience they are at least somewhat interested in trying the new women’s line, with women ages 30-44 showing the strongest interest (17% are ‘very’ interested). Women aged 18-29 lead with 48% expressing some level of interest, while those aged 30-44 aren’t far behind at 45%.
Notably, nearly 3 in 10 women who haven’t tried DSC (29%) say they haven’t heard of the new line at all, a figure that climbs to 38% among women 55 and older. These percentages highlight that there is still a noteworthy pool of potential customers who could be interested in converting.
For Many Women, the Men’s Razor Aisle Is the Default
One point of emphasis for the brand as it enters the women’s grooming sector is the practice of women already buying razors specifically marketed to men. CivicScience data show this is already common behavior. A majority (56%) of American women who buy razors say they purchase men’s versions at least occasionally, with nearly 1 in 5 reporting they always do so.
The connection to DSC interest is hard to ignore. Women who regularly buy men’s razors are nearly four times as likely to be interested in the new women’s line as those who rarely or never buy men’s razors. That gap suggests the brand’s most natural audience is already self-selecting in the men’s aisle, making them both the easiest to reach and, perhaps, the most important to convince.
When asked why they typically reach for men’s razors, women overall are just as likely to cite quality as they are to say it’s a better value. Convenience and aesthetic preference also factor in, but for far fewer women.
Interested women are less motivated by value than women overall, with quality, convenience, and design each carrying a bit more weight. For Dollar Shave Club, leaning too heavily on price in its messaging risks missing what actually moves this audience. Price may open the door, but it is unlikely to be the primary reason for hitting checkout.
What’s Next: Consumer Signals to Watch
Beyond razor preferences, consumer-declared data from CivicScience reveal that women interested in the new Dollar Shave Club line are a notably distinct consumer compared to the average woman, standing apart in how they shop, spend, and make purchasing decisions:
- Self-Care Is a Priority: 33% say they plan to increase their spending on self-care in the next three months, more than twice the average woman consumer.
- Find Them Watching Sports on Streaming: 62% are at least ‘somewhat’ likely to subscribe to a streaming service specifically to watch sports this year (among those who watch sports), nearly twice as likely as the average woman who watches sports.
- AI Shopping Support: Nearly half say they often use AI tools/assistants for product research and shopping, far outpacing the average woman.
- Subscription Boxes Welcome: 25% say they use a subscription box service for their pet (e.g., Chewy), 10 points higher than the average woman consumer who says the same (15%).
- Strong Switch Intent: They signal strong intent to switch in many areas of their lives, being more than twice as likely as the average woman to say they’re likely to switch banks, health insurance, and mobile carriers – suggesting a base ripe for conquesting.
CivicScience data show the foundation for DSC’s women’s line is there. A receptive younger audience, a widespread crossover habit, and a quality-driven mindset among the most interested consumers all point to real potential. Turning that potential into subscribers is the next chapter.
