Dollar Shave Club sells 'perfectly good' razors as AI work expands

Dollar Shave Club is marketing "perfectly good" razors in a new push, and it is tying the effort together as an omnichannel campaign, according to Chief Brand and Innovation Officer Laura Higgins.

The brand frames the campaign around product honesty. The razors are, in the company's own words, "perfectly good." That phrase does the strategic work.

Higgins holds the dual title of Chief Brand and Innovation Officer. She explained that the campaign unifies the brand's advertising efforts across channels. Omnichannel (a single campaign idea executed across TV, digital, retail and other media at once) has become the standard structure for brands seeking one message everywhere.

Why does the 'perfectly good' framing matter?

The tagline is a positioning statement. It tells shoppers the product delivers adequate quality without premium pricing claims. Dollar Shave Club built its business on that value proposition since its 2012 launch-era advertising made subscription razors a mass category.

Higgins' description of the campaign makes the mechanics plain. Every advertising effort now sits under one umbrella. The brand avoids fragmented messages per channel.

How does AI fit the strategy?

The campaign arrives as the company continues its artificial intelligence push, per the announcement. Higgins, as innovation head, oversees how those AI capabilities reach the brand and its marketing.

The source did not specify which AI tools the company deploys or how they shape this campaign. What is confirmed: the AI work is ongoing, and the omnichannel razor campaign runs alongside it.

What comes next?

Higgins' stated intent is integration. Watch whether future Dollar Shave Club work merges the AI capabilities with the omnichannel structure, rather than running the two tracks in parallel.