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Gillette has become one of the most recognized brands built on the pillars of professional and masculine razors. Dollar Shave Club entered the market attacking Gillette on price. The name alone shows that they are pushing consumers towards low cost. However, DSC also competes on quality. They further differentiated by creating messaging that is far from Gillete’s professional advertisements – a humorous take that has made the company a major player in the grooming industry.
