Dollar Shave Club CEO says the company is returning to its irreverent roots after Unilever ‘neutered the voice of the brand’

Core Insights - Dollar Shave Club is experiencing challenges in its performance, moving away from its peak in the mid-2010s after being acquired by Unilever for $1 billion and subsequently sold to Nexus Capital Management in 2023 [2] - The brand's identity was altered under Unilever's leadership, losing its original voice and humor, which Bodner believes contributed to a decline in consumer engagement [3] - The company is now focused on returning to its core values and targeting younger consumers, particularly Gen Z, through new marketing strategies and product offerings [6][7] Company Performance - Unilever's acquisition did not yield the expected results, with former CEO Hein Schumacher acknowledging unsuccessful attempts to integrate Dollar Shave Club into its core business [2] - The DTC business model has faced declines, similar to other brands like Casper and Allbirds, prompting the company to reassess its strategies [4] Strategic Initiatives - Dollar Shave Club is launching a new ad campaign for a redesigned razor and introducing college-themed razor handles in collaboration with Walmart to expand its retail presence [7] - Despite the shift towards retail, the company remains committed to its DTC model, recognizing the importance of convenience for its customers [7]