Will One Wipe Charlies for men really clean up the butt market ?
This may be the first commercial you'll ever see that starts with a man sitting on the toilet. Dollar Shave Club, which launched a service in the US last year offering men razors and blades for a dollar a month, has another thing for the guys : wet toilet paper.
One Wipe Charlies have been launched with a video produced by the same team as last year’s razor video and written by CEO Michael Dubin.
“Our goal is to own the bathroom and to be the easiest place for guys to get the things they use every day,” said Dubin .
He added: “Butt wipes is a category we’re really excited about.”
Regular toilet paper is worth much more than razors with annual sales of $8.4 billion, according to Nielsen data from Deutsche Bank. The figure for razors and blades is $3.6 billion.
In fact stripped of the wrapping, the new product is little more than a baby wipe with a catchy name aimed at men.
Wet toilet paper, while marketed by Procter & Gamble and Kimberly-Clark, has never been much more than a niche, says AdAge.
P&G's Charmin unsuccessfully tried a version of wet wipes that hung from the toilet paper roll.
"But maybe efforts from the big brands just missed the mark by targeting primarily women rather than men, " said Adage.
A Dollar Shave Club survey of 1,000 men found 51% use wet wipes regularly, and 16% use them instead of toilet paper. Remarkably 24% of men hide them in the bathroom, and 23% buy them discreetly online. For heavens sake, they're BABY WIPES!
One Wipe Charlies join the three types of razors and blades and shave butter in the DSC portfolio.