Published on: June 6, 2013
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Here's a statistic for you: A survey by the Dollar Shave Club claims that 51 percent of men use flushable wet wipes after going to the bathroom, rather than toilet paper.
And so, Dollar Shave Club, which CNBC describes as being "known for its cheap subscription service for men's razors," is getting into the flushable wet wipe business: "Meant as a toilet paper alternative, the One Wipe Charlies run $4 for a pack of 40 including shipping, but are only available with a razor purchase."
Now, I have to be honest. When I saw this story and read the first few paragraphs, my initial reaction was that these guys are nuts, and that there is absolutely no groundswell of male public opinion out there calling for wet flushable wipes to replace toilet paper. And I wanted to know who the people in that 51 percent were ... though I'm also fairly sure that I already know too much about them.
But then I read the following passage, which suggests that it is me who is out of the loop:
"Although shock jock Howard Stern has been advocating wet wipes for years, the trend has only begun to gain traction in recent years, with more consumer interest and available products. In 2012, documentary filmmaker Morgan Spurlock explored male cleansers such as Fresh Balls - a genital antiperspirant - in his film Mansome.
"In fact, Dollar Shave Club isn't the first to market butt wipes for men. Among other products, there are also Biz Wipes from Mangroomer ($3.75 for a pack of 50) and Dude Wipes from Dude Products ($8.99 for 30), both available at Amazon.com, Drugstore.com and Walgreens, among other retailers."
Now, the story says that this has been a slow trend to catch on here in the US, especially compared to Europe - but that does not entirely surprise me, considering how in some countries there is scant difference between toilet paper and sandpaper. (I remember when I backpacked there in the late seventies, one of the things I packed was toilet paper. Smart move.) But, the story also says that this could be a category simply waiting to explode. So to speak.
As with so many things, it will all depend on marketing. And whether the next generation of male shoppers thinks that this is one of life's real necessities.
Nothing would surprise me.
That's what is on my mind this Thursday morning. As always, I want to know what is on your mind.
- KC's View: