Pursuits
Upscale Shaving: Unilever Bets More Men Will Spend Big
Unilever bets more men will spend big on shaving
This article is for subscribers only.
How much is a great shave worth? If you visit one of Manhattan’s high-end Fellow Barbers, the answer’s $40. Dove Men+Care is hoping guys will spend even more. This January the Unilever brand introduced its Expert Shave, a three-step, five-product regimen promising to eliminate stubble. It has a steep buy-in: $21.99 for one of two preshave options—an exfoliator to fight ingrown hair or a softening oil—and $21.99 or $25.99 for shaving cream for either normal or drier skin, plus $25.99 for a postshave balm the company claims repairs skin while being “intense.” All told, it’s about $70.