One man soaks in a frothy tub with a beer while another struggles to reach areas of his back with lotion, and a drag queen delicately shaves a leg. These are some of the grooming scenarios featured in a new long-form video by Dollar Shave Club highlighting the many ways men get ready.
In its latest campaign, ‘Get Ready,’ the men’s grooming company showcases the broad spectrum of its millions of members, celebrating the myriad they get ready, groom and spend time in the bathroom.
The campaign, from its in-house creative team, highlights the getting ready process in the bathroom and whatever that may include, no matter how weird. But no matter how it happens, Dollar Shave Club wants people to know that its members can get the tools and products they need. In ‘Get Ready’ the company highlights men from all walks of life, from the older guy with out-of-control eyebrows to the hairy guy trying to groom his undercarriage to the sports fans shaving letters into their chest hair.
While it celebrates the diversity of its members, Dollar Shave Club is embracing the similarities of how men need their time alone to groom how they please. But the nearly four-minute video also shows solidarity in that all the separate bathrooms are on a sound stage and the men eventually start interacting, asking what looks good – the drag queen helps a guy decide how he should wear his hear – and all eventually come together as Steve Lawrence’s version of 'I've Gotta Be Me' croons over the whole situation.
The campaign aims to show that Dollar Shave Club, which was bought by Unilever nearly two years ago, is more than just affordable razors, it’s a solution for all men’s grooming concerns and needs with products like shower, hair styling, skin care, oral care, wipes, and shaving products.