Core Conversion Story Example: “Shave Inc”
OVERVIEW
● The Core Conversion Story (CCS) answers the 4 essential questions for building
high-performance ads and funnels.
● CCS provides the raw materials for building Emotionally Resonant
Conversations with your best customers.
● Emotionally Resonant Conversations lead to higher conversion rates & increased
AOV, more compelling ads, and a sustainable competitive advantage
● This document is the result of in-depth research and face-to-face interviews
with your customers
● We’ve identified 2 distinct Avatars we feel deserve unique ads and landing
pages: Average Aaron and Heavy Beard Henry.
AVERAGE AARON
PRESENT PAIN:
What’s it LIKE to be in this situation? (Emotionally, Socially, Practically)
INTERNET RESEARCH
I did not get a close shave even after exfoliating and I had razor burn. If you have
sensitive skin and coarse body hair these aren't for you.
I found that after a month blades begin to cause me severe skin irritation.
The single blade side (designed presumably for under the nose) has a bad habit of
nicking me under the nose at least 1 to 2 times a week, even if take care when using
it.
This new blade can leave serious cuts on your nose and ears because as you shave
with the multi-razor side, the single up-facing blade can cut any part of your body
that folds over the razor-like up-close around your nose or ears. Extreme danger to
any one using the razor to shave other sensitive parts of their body.
After 3 shaves my face was red and irritated.
Blades will actually give small cuts even with frequent blade changes.
Terrible shave, nearly sliced my head off with their poorly calibrated blades. More
blood than texas chainsaw massacre.
They don't make it through 2 shaves and I have at least half a dozen nicks and cuts
when I'm finished.
They don't rinse well at all. (CLOGGING up between blades, hard to get the hairs out)
They would leave me spotty and bleeding
GrowFast [Link] 2
It pulled (snagged) on the whiskers
My biggest concern is how to shave under your nose.
With 5 blades, it seems great on flat surfaces, like cheeks, but hard to shave smaller
spaces like under the nose.
I cannot shave under my nose and around my lips (mustache)
With the blades I lost an inch of skin in one part and a deep cut in another. Not to
mention tons of nicks and cuts.
My neck always looked like lizard skin using a DE razor no matter how little
pressure I applied to the head, just letting the razor do the cutting.
I used to have broken out skin pretty badly
I have to go over an area multiple times to make sure to get everything, especially
on my neck.
I have very sensitive skin, and I have to shave against the grain. I can't get a close
enough shave with the grain. My skin doesn't like to be shaved.
I battled with shaving for years, but have finally found a system that works.
Seems to be smoother on my very troublesome neck whiskers.
I switched to a straight razor after butchering my face a dozen times.
Itching
Cuts and nicks - nicks and cuts can occur when your blade is too dull, or
alternatively, is fresh out of the packet and too much pressure has been applied while
shaving.
Razor burn - mostly caused by using a blunt blade, dry shaving or shaving too fast.
Ingrown hair, razor bumps
I dislike that the blades dull quicker than others.
GrowFast [Link] 3
This razor pulled, did not cut very close to the skin (nubs galore), and left
numerous cuts all around my mouth.
Try doing your sideburns without cutting yourself.
CUSTOMER INTERVIEWS
The price of razors was increasing all the time. I would forget to get replacement blades
when I went shopping and the idea of having a regular supply delivered to my door seemed
ideal.
Yes, my struggle was the need when I needed new razor blades to have to go to a shop
and buy them. I was finding them getting more and more expensive.
I was upset by the price of the razors that I was using. I was using Gillette Contour or one
of the Gillette products
I think the biggest issues have always been getting in the tricky parts on D&Ls and next
to your mouth and places.
Shaving is not something I get excited about.
it was just the price of like, I think I was just using like Gillette Raisers and stuff like that.
And it was just the price of going to sort of convenience really, of like going to a
supermarket and getting them.
PICTURE OF PARADISE
What are they HOPING will happen after they buy?
INTERNET RESEARCH
● I love shaving now because of Harry's. I actually look forward to it. I used to
go a long time and get pretty rough before "resorting" to a shave, but now I
shave every day and it's one of the most comfortable and refreshing parts of
my morning.
● Blades are smooth & last a long time without getting dull.
GrowFast [Link] 4
● It works, & don't hurt much, or cut skin
● Comfort and smoothness
● Great shave
● Also love they don't test their products on animals and if something goes
wrong, they fix it!
● Quiet trim
● Blades last a long time
● I can now shave 3-4 days in a row pretty consistently without seeing much
irritation.
● The experience was comfortable and the blades performed well, eliminating
the stubble minimal to no discomfort or cuts
● You are more than serious competition for Gillette! I can actually afford to
shave without taking out a loan!
● The razors are sharp but smooth.
● The handle fits comfortably in your hand and you are in complete control as
you trim away those pesky facial and ball hairs.
● My checklist involves “blades that don’t cut me and don’t clog up from doing
a face and head.
● Handle that’s easy to use and doesn’t slip
● There is enough space between the blades that it is the most easy to clean
razor I have ever used.
● My face looks incredibly clear and feels smooth as a baby's butt.
● Constantly get compliments on my skin.
● I like these razors because they last, and are consistent in sharpness.
● Reduces shave time slightly.
● Feels good in one's hand, is very comfortable to hold and easy to operate.
CUSTOMER INTERVIEWS
● I know that I'd get a regular supply and a good quality and a reasonable price.
● The price of razors was increasing all the time. I would forget to get
replacement blades when I went shopping and the idea of having a regular
supply delivered to my door seemed ideal.
● I would get a monthly delivery of blades and payment took directly from my
debit card.
GrowFast [Link] 5
● I was just looking for a regular, good shave and finally settled on the ones from
Shave Kit.
● Something to get, you know, get just rid of the stubble.
● My life would become a lot easier, which it has.
● I was hoping that firstly, I didn't need to go and buy them in the supermarket
and secondly, I'd get a decent shave far more economically.
● So I tried Shave Kit, I saw their adverts, I can't remember where I saw it, I
think I saw it on a football magazine, I'm not sure. And I tried them with the
blades and I got on really well with it. I don't have to bother about
remembering to buy blades in the shop. I've always got a supply of them, I
never used to have this goatee. So I don't shave as much as I normally used to.
● When I was in business I had to be clean-shaven and suited and buttered to
go to work. It was important that I got a good shave. And yep, consistency. It
was the same blades effectively all the time. And it was easy to load. So that's
probably the main reason why I've stayed with them - consistency. And I don't
have to worry about it. It pops through my letterbox every four weeks.
● I get a nice clean shave that doesn't cut my face.
Struggle For Progress
What have they tried that hasn’t worked? Why didn’t it work? What don’t they like
about other solutions? What’s REALLY stopping them?
INTERNET RESEARCH
We have to cancel the subscription we have… TOO MUCH PACKAGING! We switched
from another that had compostable packaging not realizing we would have all this
plastic…
GrowFast [Link] 6
We will be back when you guys modernize your packaging … single use plastics is so
boomer.
That said, I find Harry's business model to be a bit of a pain - I don't go through
razors predictably, so the automatic monthly ordering doesn't work for me.
One blade lasted me four shaves. I can go months of use out of my cheap Gillette’s
before needing a new one but this razor didn’t last a month.
Blade is not as sharp as Schick or Gillette.
The blades pulled at my beard like they were dull.
I have been through hundreds of dollars of shaving stuff. Tried shaving with a
straight razor (some people swear by this)... didn't work. Tried all kinds of ointments
and shaving creams, nothing worked.
The handle slipped out of my hands easily and often. The blades clogged and I
never felt I was getting a close shave.
Harry’s razors are manufactured in China. China isn’t known for quality in the items
that are manufactured there.
The razor feels cheap and light like a disposable one.
The shave is at best ordinary, tugs too much and isn't able to get very close.
The blades clog, the shave is not close enough, the blade angles are not right, the
handle gets slippery.
I had to change the blade after the second use. Unacceptable.
Hard to get the blade on. And when you do, it pops off when you apply pressure
while shaving.
The blades last about 3-4 shaves.
Every time I would pull down on my beard the blades would load up. I tried to rinse
them but needed to use a small brush to get the whiskers our from between the
blades. They also did not last half as long as the Gillette I used.
GrowFast [Link] 7
The blades are uneven and clog very easily. Handle is very slippery and too small
for the average size hand. One blade will last only for two shaves.
This piece of garbage formed into a razor is probably great for peeling potatoes or
skinning squirrels, but doesn’t quite measure up to cutting the stubble on my
face.
Be careful with the single blade on the reverse meant for difficult spots though as I
have been cut by the blade when I was shaving too quickly and somehow the
cartridge flipped over and the single blade cut me quite deeply on the chin.
The blades pulled at my beard like they were dull.
After 3 shaves my face was red and irritated.
Blades will actually give small cuts even with frequent blade changes.
Nearly sliced my head off with their poorly calibrated blades.
They drag, feel dull.
They don't make it through 2 shaves and I have at least half a dozen nicks and cuts
when I'm finished. They don't rinse well at all.
With 5 blades, it seems great on flat surfaces, like cheeks, but hard to shave smaller
spaces like under the nose.
I canceled my membership and STILL got charged! I'm livid!
I started using harrys but i think i am going to stop went from a good price to just the
same as everyone else so why bother.
Delivery is crap its been 8 day's and still haven't received my 31$ worth of stuff!
However they are outrageously expensive. I only buy them when I can find them on
sale otherwise they are just too expensive. No wonder so many guys don’t shave
any more.
[people have doubts and objections about the untransparent subscription models]
GrowFast [Link] 8
CUSTOMER INTERVIEWS
I've tried several razors before. Quality-wise, they were all pretty decent. But the price on
some of the products I was using or some of the other ones was getting really
expensive.
When I was in business I lived away in hotels a lot. I was always travelling. So I had to
remember to take my charger with me to pack the razor. It was just the inconvenience of
it. I had another one that was self-charging. It would run out.
I switch to wet shaving plus you get a better shave anyway and my skin I think I'm a little
older now so my skin's quite hard now so it's easy to get a good shave okay so it's just more
convenient more convenience.
Well the electric razors don't ever give you a close shave and a lot of the other ones that I
tried I just never I don't know what it was I just never felt that I got a really good shave with
them.
Where a lot of the other cheaper brands they had a light handle and that's when you
tend to cut yourself because you don't realize the force that's going where the handle is
good.
I have previously used Gillette Mach3 and Gillette Fusion Power. I liked how the Fusion razor
pulsated but the cost of replacing the blades was very expensive.
I always used them Gillette razors in the past, but I always found it rather confusing that
they were always bringing new razors that were going to do this and going to do that
and they were going to be better and they never were because of it. a razor blade is a
razor blade. It's not going to make your hair stop going grey or anything or stop you
getting faster and then like that it's just for shaving with so it was all complicated I
wanted something simple and shave kit offered that to me.
I think it was an impression that there was innovation for the sake of innovation. Well,
innovation, it wasn't really innovation for the sake of pushing up costs.
I was becoming increasingly annoyed at how expensive. replacement razors were the
actual blades. I mean, it's the usual trick, isn't it? They totally were cheap handle and then
when you come to replace it, it costs pounds. And I didn't actually see any advantage in
the fancy vibrating blades or anything else, so I thought I'd try shave kit..
The disposable razors never seem to give a good result to be reasonable in an emergency.
Most of the things in the supermarket were Gillette's old-owned brand versions, which didn't
seem to last as long as they said they would.
GrowFast [Link] 9
And as I said, they became increasingly expensive, and they keep trying to sell extra
bigs to it or another blade or something that vibrates or something that follows the face
of your shape more differently when you've got a hand that can do that.
And again, the bigger blades that they started introducing actually made that harder.
I've used electric razors as well. I hate having to charge them.
Real Solution
Why will our solution work when everything else has failed?
What the customers say about Shave Inc (from Shave Inc’s assets + customer
interviews)
Shave Inc’s assets
Benefits
● Good shaving sorted
● Provides everything you need to sharpen up your grooming ritual
● Delivering a better shave, for less
● Brand with conscience, conscious decisions
● Striving to do better
● We keep it simple
Features
● The cork handle - precision-built & sustainably sourced, completely
biodegradable, environmentally friendly cork that is harvested and never cut
down
● Suitable for all skin types, natural formulations, consciously crafted and
uniquely focused
● Vegan formula with natural ingredients -> that are kind to your skin
● Quality combinations -> unique shaving experience
● Consistent high quality customer experience
● Free delivery and a free handle
GrowFast [Link] 10
● Easy-to-use service -> shave without the hassle
● Open–back architecture -> for easy cleaning
● Precision-built in the USA from carbon steel -> deliver a seamless, smooth
shave every time
● Honest, open customer service
● Flexible delivery options
Razors:
● ceramic-coated carbon steel blades
● Ceramic coating -> Benefits?
● Lubricating strip with Vitamin E & Aloe
● Anti-clog cartridges -> for quick rinsing
● Styling trimmer
Skincare:
Body Wash
● Contains mild and naturally derived ingredients
● Gently cleanse and moisturise
● Vegan, not tested on animals
● Alcohol free
Shave Cream
● Aloe Vera -> Moisturising
● Vegan, not tested on animals
● Suitable for sensitive skin
● Alcohol free
Post shave balm
● Oat and aloe vera -> to soothe and moisturise the skin
● Contains Vitamin E -> anti-aging
● Vegan, not tested on animals
● Alcohol free
Face scrub
GrowFast [Link] 11
● Uses natural Jojoba beads
● Gently extracts oil and dirt
● Vegan, not tested on animals
● Alcohol free
Everything you need for a great shave
6 blade razor cartridge
Shave and post shave cream samples
The trial kit is sent 1st class, arrives in 1-2 days
The trial is 16 days. Longer, if you extend
We send a reminder email 3 days before the end of your trial
At the end of the trial period, we will send your first Shave Inc box
100% flexible -> access your members area to extend or cancel at any time, manage
how often you need Shave Inc delivered and what’s in the box
Cruelty-free -> we continue to commit to never testing any of our products on
animals
Community minded -> we also did charitable giveaways throughout the pandemic
Testimonials
Best shave I've ever had, no cuts or stubbly bits
Absolutely brilliant - both the Shave Inc and your customer service
Customer Interviews
And they seem to meet everything that I needed. Cost is a factor, but the quality was
good. Again, there's no fuss. Get the regular shipments or I can stop the regular
shipments. I can change the things about as well. I've never had to run out of that change
in your shaving when you started using Shave Kids products.
I've got a pretty clean enough shave about with the both products now.
GrowFast [Link] 12
(what do you appreciate the most about SK?) Well, obviously it's the blade and they've
moved from a four blade to a six blade. And that's much, much better.
The flexibility of being able to slow down or when I need that, that's good.
So I tried Shave Kit, I saw their adverts, I can't remember where I saw it, I think I saw it on a
football magazine, I'm not sure. And I tried them with the blades and I got on really well
with it. I don't have to bother about remembering to buy blades in the shop. I've always
got a supply of them, I never used to have this goatee. So I don't shave as much as I
normally used to. When I was in business I had to be clean shaven and suited and buttered to
go to works. It was important that I got a good shave. And yep, consistency. It was the same
blades effectively all the time. And it was easy to load. So that's probably the main reason
why I've stopped with them - consistency. And I don't have to worry about it. It pops
through my letterbox every four weeks.
I get a nice clean shave that doesn't cut my face.
I think they were one of the first guys that come up with a technology with the five six blades
that are in them and it just felt easier and also I think one of the big things is the handle
is quite heavy and that helps you
And to pack it, the blades come in a little plastic container. So you could take a set of
four of them with you if you're going away for a week and you've got the handle.
It's just a whole convenience of it. Probably I don't give a lot of thought. because it's so
easy and it's just there when I want a shave I just go and have a shave I don't have to
think through I don't have to say have a gut a razor I've got this because I know I've
always got enough and spoke so I just think it's a whole convenience thing from me not
having to remember to buy razors.
I think the handle and the actual concept to the I can't get overly excited about it because it's
just a shave, it's just in a nutshell that's it you know it's a bit like it's a bit like put your socks on
why do you put your socks on you know you put your socks on because you have to yeah I
get it is so hard to get over it yeah yeah you know obviously I like to look I'm not shaved this
morning but I like to clean shave, but I know it does it and it does it in 30 seconds I can
have a shave you know it's not a big issue.
It's really just so easy to you know from a marketing point of view it's that they'll send you
the blades and you've got a handle and if you shave a lot and you're like a wet shave it's it's
the way forward.
it's not cheap and it's not overly expensive it sits in the middle nicely and that's what I
like about it
GrowFast [Link] 13
it's I paid by a direct debit and the most important thing is because shaving is not always
on my mind I would run out the razor I know I would.
I'd open the drawer one day when I need a shave and find an on-the-raiser, so the
whole convenience thing is for me that's in a nutshell.
Shave Inc blades keep sharper and last longer than other brands especially if I use shave
gel. I can also request a new handle free of charge if I need one (I have never needed one
because they are robust)
The blade's length of life. It can usually last a week before I have to replace it.
(how has using Shave Inc changed your shaving?)
I get a closer, cleaner shave.
I was just looking for a regular, good shave and finally settled on the ones from Shave Kit.
Well, for me, it's that convenience of having your razor delivered and not having to worry
of having to run out there and buy them
Reliable service, never had any problems getting them delivered.
Me personally, I don't really go to the High Street anymore. It's south end, it's my nearest
High Street. I don't really go to the High Street anymore.
So if I can avoid having to go out and buy razors or any other thing, then I'm going to.
It's as I say, razors are always there on time. Razors do the job and I'm more than happy.
They are significantly cheaper.
I started using Shave Inc and I found the razor blade since to be perfectly satisfactory.
My life would become a lot easier, which it has.
A razor blade is a razor blade. It's not going to make your hair stop going grey or anything or
stop you getting faster and then like that it's just for shaving with so it was all complicated. I
wanted something simple and shave kit offered that to me.
Shave kit blades do everything that I require.
The ease of applying the new blades was good. But otherwise I didn't see a great
difference here. But I do stress the whole thing was the convenience of using a shave kit.
GrowFast [Link] 14
It made life easier for me and it didn't cost me any more money to do so.
It wasn't working very well. I reported it. I had it replaced for nothing. So I was quite
satisfied with that. I thought I would probably have to pay some money for it, but I
wasn't.
Well, there's one other thing I would add, that I like the facility that Shave Kit has when to
be told that my next consignment of blades is coming, if I wish to postpone it, but I can
do so.
I mean, most companies that you deal with will always say, you know, you must have four
blades a month or something like that, but with Shave Kit, if I want to postpone it for a
month, I can.
They are significantly cheaper.
But yeah, I shave more regularly. It's easier. It's quicker. Because I don't have to go
scrape, scrape, scrape, scrape.
Convenience and price.
The razors were sharp. Then they cut through my facial hair. They were good quality
and at a reasonable price.
I've always had a really good experience when I've spoken to somebody from Shave
Inc, a very attentive, efficient, I don't have to aShave Inctwice for something to happen
if I want my deliveries paused.
I get an email to say your deliveries due. I click here and within two clicks I can pause it
or increase it.
It's convenient and easy to use. It's a nice gift as well. I gave a year of Shave Inc to my
dad as far as they gift and he was appreciative of it.
It's as good as the others and it's far more convenient and far less expensive.
I think the replacement blades are good, they're sometimes a bit tricky to get out, but they're
great. I recently got one of the cork candles and I don't think that's as effective as the nasty
plastic ones that we've got to start with.
No, I think it's great that you can pause them if you haven't shaved for a while or don't
need them.
You can just get handles when you need them.
GrowFast [Link] 15
No, it's the cost of the sale, but I've had one or two occasions where I mean, like the razors
haven't actually arrived and straight away I just let them know and then they've sent out
replacements and things like that which is being really positive for me and then the
price is just really good for me as well.
Definitely cheaper than buying Gillette products. It's more convenient. I don't have to
order them, they just come when I need them to come.
Avatar: Heavy Beard Henry
● Heavy beard, coarse beard, shaves 2x/day
PRESENT PAIN:
What’s it LIKE to be in this situation? (Emotionally, Socially, Practically)
INTERNET RESEARCH
Shaving is a major pain for me. I very much hate it, especially when I have to do it
@ least twice a day.
You might feel frustrated with your razor if you have a coarser beard as you might
be finding that the blades get blunt fast, and you’re prone to razor burn.
I shave every day on weekdays and occasionally on weekends and have to replace
the blade once every ~8 weeks.
I have a gnarly beard with growth in every direction and a mixture of soft and wiry
hairs. This reality tends to kill blades quickly and results in wretched shaves after
a few days.
Gilette likes to advertise that you can get a month out of these blades. Not for my
beard, but maybe for yours. I can say that where most blade systems are cutting and
burning my skin after about 3-6 uses, this one doesn't start giving me hell for about
15-20 on average.
GrowFast [Link] 16
I have to shave every morning and if going out at night need to shave again. I
wanted to save some money so I went to a safety razor, nicks and toilet paper
stopping blood does not give the look I wanted to convey.
I tried Harry's shave club, blades are cheaper but a new blade I could feel the pull
and had to re-shave 3 times to get the baby butt smooth shave I like. These are
the new blades they just introduced. The reason they cost less is they are inferior
blades. Tried Dorco 5 blades razor and blades. They are better than Harry but get
dull very quickly. Was changing blades every 3 days and seemed to get lots of
nicks in the morning.
I have a pretty tough beard and I shave every single day.
You might feel frustrated with your razor if you have a coarser beard as you might be
finding that the blades get blunt fast, and you’re prone to razor burn.
A common issue with a lot of men who have a coarse beard is they also have
sensitive skin.
Hacking away at your beard with the wrong blade will either irritate your skin as
you slice through the hairs, or waste time as you make pass after pass while
virtually making no progress!
The first 2-3 shaves are like a hot knife through butter and leave my face baby
smooth. Then the shave quality seems to drop quickly to a somewhat labored
effort (multiple passes over the same locations). After the aforementioned 15-20
uses, razor burn begins to increase and smoothness begins to suffer with my wiry
hairs not getting completely shaved.
I hated that the razor blade portion itself is overly fat and hard to shave at a precise
edge boundary.
After the aforementioned 15-20 uses, razor burn begins to increase and
smoothness begins to suffer with my wiry hairs not getting completely shaved.
CUSTOMER INTERVIEWS
I used to have to shave at least twice a day because of the darkness. And obviously
looking for a product that can just, you know, maybe once a day. And again, without
GrowFast [Link] 17
drying, I mean, I've checked some products, obviously, with drying their face or leave
you a bit dry.
I have very heavy stubble and have to shave twice a day most days.
Quite thick facial hair.
We're getting a close shave. Okay, but the thick hair is a bit problematic.
Picture of Paradise
What are they HOPING will happen after they buy?
I know most people recommend changing this sooner, but I learnt that if you clean
your razor more often while shaving and no hair gets clogged between the blades
these last a bit longer. Considering the price I think it is better to spend that extra
time in rinsing more to get those additional weeks.
Another nice fact about these is that I have never seen a bit of rust on the blades.
The first 2-3 shaves are like a hot knife through butter and leave my face baby
smooth.
I tried the Gillette Fusion Proglide - sharp, nick free and I am on my third week
with the same blade. This make my face feel great and they last longer than any
other blade I have every used. Yes they cost more but in the long run they are
cheaper if you figure in how often you have to change blades.
The blades hold up FOREVER and will actually provide a close, comfortable shave
for months without dulling. I have a pretty tough beard and I shave every single
day. I only need a 5-6 blade changes a year, which makes the cost cheaper than
just about any other alternative.
Beard trimmers are appealing because they are very easy to use, and they certainly
play an important part in facial hair maintenance, but razors are actually even better
when it comes to precision in shaping your beard around your cheeks and
neckline.
GrowFast [Link] 18
Struggle For Progress
What have they tried that hasn’t worked? Why didn’t it work? What don’t they like
about other solutions? What’s REALLY stopping them?
CUSTOMER INTERVIEWS:
Yeah, yeah, I couldn't use things like disposable razors, for instance. I just didn't have
the cutting capacity.
Real Solution
Why will our solution work when everything else has failed?
Similar to Average Aaron - but nuanced to connect the benefits back to issues with
heavy beards
CLIENT INTERVIEW: SUMMARY
Razor blades made in Germany, in an old factory with 250 years of tradition -> best quality
Cork handle - made from indonesian cork, assembled in China, better material than plastic, full
usability, superior material for the usage than plastic, lasts longer, easier to hold and it grips
better and it's not slippy.
Razors and handle - are designed by Shave Inc
Blades - (basically Bill said there is not much differentiation in the blades between companies -
all produced in a few same factories)
3 blade and 5 blade - older technology, but a lot of people, a lot of older guys, for example, they
like the Mach 3, which is like 20, 25 year old technology from Gillette.
GrowFast [Link] 19
And so some people still prefer that and actively look for those look for the three-blade products
because there's a few things like for example they are able to get to parts of the face more
easily because it's smaller and there's less some people find there's less clogging in
between the blades there's like more spacing between them
6 blade - but that the six blade version it had there's a few differences in the sense that it will
cut it will cut to shave better than the other two because it's more modern product and it
has more blades so it has to and it also has a trim blade on the back of the of the
cartridge so it can you can turn it round and as the very small serrated blade on the black
on the back
Being transparent about everything
Being customer first - instead of trying to get people to use more products, we've tried to find
out exactly what suits them and then build it around the customer
Notifying about deliveries and reminders about subscription management - don't want to
trick people
Offering discounts on bigger amounts of blades -> for environmental reasons
Members shop only - not open to everybody
Important things to note (from customer
interviews):
● Difficulty changing subscription from 4 blade to 6 blade and having difficulty contacting
them - website inflexible.
● The only thing that I don't like is I never know how to get a replacement [Link] on
their website I think they need to put a facility where you can either get a replacement
handle or buy a handle. Or indeed maybe every two years send you handle. You know,
you can always send a text and say, you want another handle, you can say yes or no.
GrowFast [Link] 20
SUMMARY
Pains
All shavers:
● Cuts
● Razor bumps
● Irritation
● Sensitive skin
● Nicks
● Not getting a close shave
● Bleeding
● Pain from being pulled
● Shaving difficult areas like nose
● Getting multiple times on the same area
● Butchering face
● Ingrown hair
● Not liking to shave
● ‘Battling’
● Shaving can be dangerous and harmful
Heavy shavers:
● Having to shave everyday or twice a day
● Hating shaving
● Feeling frustrated
● Need to change razor often
● Killing blades way quicker
● Wretched shave + a lot of effort after a few days of using the same blade
GrowFast [Link] 21
PARADISE
● Not testing on animals
● Repairing/sending new when broken
● Loving shaving, looking forward to it
● Blades last long without getting dull
● Smooth shave
● No pain, no cuts, bumps etc
● Comfort
● Can afford shaving
● Sharp, but smooth razors
● Total control of the shaving process
● Easy to shave in difficult places
● Handle fitting comfortably in the hand, doesn’t slip
● Razor doesn’t clog
● Smooth, beautiful, healthy skin, feeling good
● Shaving that doesn’t take long
● Blades don’t rust
● Easy to use
● Easy to clean the heads
● Precise shave
Heavy shavers
● As they use up blades more quickly, the longer blades last the better
● Cost saving when blades last longer - if you shave everyday or twice a day it
makes a difference
● Blades that last longer than others - even if cost more, in the long-term pays off
● Blades that provide consistent sharp close shave for months
● Changing blades only a few times a year
● Takes only a couple of minutes
GrowFast [Link] 22
STRUGGLE FOR PROGRESS
What they don’t like about other options/objections
● A lot of packaging
● Plastic
● Subscription model - not for everyone + a lot of concerns about lack of
transparency, credit money from the cards without permission
● Blades that last a few shaves only
● Dull blades
● Blades that pull
● Blades clogging
● Handles that slip out
● Made in China, feels cheap
● Hard to get the blade on, pops off
● Single blade on the reverse that can cut and is dangerous
● Blades that give cuts
● Poorly calibrated blades
● Blades that are difficult to rinse
● Expensive
● Delivery takes too long
● Blades clog, the shave is not close enough, the blade angles are not right, the
handle gets slippery
Heavy shavers
● Been through everything and nothing works
TRIGGER MOMENTS
DIMENSIONALIZE/DRAMATIZE
● VIDEO ADS: DRAMATIZE these moments
GrowFast [Link] 23
Ideas for motivations to shave:
1. Social or Professional Occasions: Special events, job interviews,
dates, weddings, or important meetings can motivate a guy to shave
in order to look polished and presentable.
2. Itchy or Uncomfortable Feeling: As facial hair grows longer, it can
become itchy or uncomfortable. This discomfort can trigger a guy to
shave to relieve these sensations.
3. Maintenance and Hygiene: Maintaining hygiene and cleanliness can
be a trigger for shaving. Some guys may prefer to keep their facial
hair short or shaved to ensure cleanliness and reduce the riShave
Incof trapping dirt or food particles.
4. Change in Seasons or Weather: During warmer months, some guys
might choose to shave to stay cooler and more comfortable.
Similarly, changes in weather conditions might prompt shaving to
adapt to different climates.
5. Partner's Preferences: For those in relationships, a partner's
preference for a clean-shaven or groomed look can serve as a trigger
for shaving.
Ideas of situations when a bad shave ruins a day:
1. Job Interview: A bad shave before an important job interview can
make a guy feel self-conscious and less confident, potentially
affecting his performance and first impression on the interviewer.
2. Date Night: Going on a date with visible razor burns, nicks, or an
uneven shave can make a guy feel uncomfortable and embarrassed,
impacting his ability to enjoy the evening.
3. Special Occasion: Whether it's a wedding, birthday party, or other
significant event, a bad shave can detract from the guy's overall
appearance and his ability to fully engage in the celebration.
4. Meeting with Clients or Boss: Presenting an unkempt appearance
due to a bad shave when meeting with clients or the boss can send a
message of unprofessionalism, potentially affecting business
relationships and career prospects.
5. Public Speaking Engagement: Standing in front of an audience with
a noticeable bad shave can create distraction and self-doubt,
impacting the guy's ability to effectively communicate and engage
the audience.
GrowFast [Link] 24
6. Photographs or Video Shoot: A bad shave on a day when there's a
photoshoot or video recording can lead to lasting visual
documentation of the subpar grooming, affecting how the guy is
perceived in the future.
7. Reuniting with Friends or Family: When meeting up with friends or
family members after a long time apart, a bad shave can make the
guy feel embarrassed or self-conscious about his appearance during
the reunion.
8. Important Presentation or Pitch: Similar to public speaking, a bad
shave before an important presentation or pitch can undermine the
guy's confidence and credibility, potentially impacting the success of
the presentation.
9. Fitness or Sports Activities: Engaging in physical activities with a
bad shave, especially if it causes discomfort or irritation, can distract
the guy from enjoying the activity and performing at his best.
10. Unexpected Networking Opportunity: Running into a potential
networking contact or someone important in a casual setting with a
bad shave can leave a negative impression and hinder potential
connections.
11. Public Performance or Artistic Presentation: Whether it's a
musician, actor, dancer, or any other performer, a bad shave can
detract from the performer's stage presence and focus, affecting the
quality of the performance.
12. Graduation Ceremony: Walking across the stage at a graduation
ceremony with a bad shave can diminish the sense of
accomplishment and pride during this significant milestone.
13. Vacation or Travel: Starting a vacation or travel journey with a
bad shave can lead to discomfort and self-consciousness during the
trip, impacting the overall experience.
14. High-Profile Meeting or Event: Attending a high-profile event,
such as a VIP gathering or industry conference, with a bad shave can
leave the guy feeling out of place and less confident in networking
and social interactions.
15. Important Personal Announcement: Making an important
personal announcement, such as an engagement or other
life-changing news, with a bad shave can detract from the
excitement of the moment and affect the way others perceive and
react to the news.
GrowFast [Link] 25
Shaving nightmares:
1. Severe Razor Burn or Irritation: Experiencing intense razor burn or
irritation after shaving, making the face red, swollen, and painful, can
be a nightmare situation.
2. Nicking a Sensitive Area: Accidentally nicking a sensitive area, such
as the lip or nose, can result in excessive bleeding and discomfort.
3. Uneven or Patchy Shave: Ending up with an uneven or patchy shave
that leaves parts of the face visibly unshaved or with inconsistent
hair lengths.
4. Ingrown Hairs: Dealing with ingrown hairs that cause redness,
swelling, and painful bumps, making the shaved area look unsightly
and causing discomfort.
5. Cutting a Prominent Facial Feature: Accidentally cutting or shaving
off part of a beard, mustache, or eyebrow can drastically alter the
guy's appearance and take time to grow back.
6. Shaving Cream or Gel Mishap: Running out of shaving cream or gel
mid-shave or using a product that causes allergic reactions or skin
irritation.
7. Broken or Dull Razor Blade: Using a broken or dull razor blade that
causes tugging, pulling, and increased riShave Incof nicks and cuts.
8. Visible Shaving Mistakes Before an Important Event: Noticing
glaring shaving mistakes right before a significant event or occasion
where appearance matters.
9. Excessive Bleeding: Dealing with prolonged bleeding from nicks or
cuts that makes it difficult to stop and clean up before continuing
with the day.
10. Shaving in a Rush: Being forced to shave quickly due to time
constraints and ending up with a subpar shave that leaves behind
missed spots and uneven results.
11. Allergic Reaction to Shaving Products: Developing an allergic
reaction to a shaving cream, gel, or aftershave product that causes
redness, itching, and discomfort.
12. Grooming Equipment Malfunction: Experiencing a malfunction
with an electric razor or other grooming tool mid-shave, leading to an
incomplete or uneven shave.
13. Stubble Regrowth During the Day: Shaving in the morning and
noticing significant stubble regrowth by midday, making it appear as
if no effort was made to groom.
GrowFast [Link] 26
GrowFast [Link] 27