Close to the bone

A new company called Dollar Shave Club has captured the internet’s attention with a low-cost, viral ad laced with deadpan humour. (Cheers, Tet.)

The company’s CEO, Michael Dubin, promises to deliver $1 razors (plus $2 for shipping and handling) to people every month. The video, called ‘Our Blades Are F***ing Great’ features a debonair Dubin strutting through an office and warehouse, making a case for the novelty concept. ‘Do you like spending $20 a month on razors? $19 goes to Roger Federer,’ Dubin asks, knocking Gillette’s famous-athlete promos.

The company, which has raised more than $1 million from venture capitalists, used YouTube and social media for its marketing campaign, hoping to draw attention from the estimated $2.6 billion grooming market, according to former MySpace Cofounder Mike Jones, a partner behind Dollar Shave Club.??Catch the viral at