Who gets excited by a razor? Well I do, since Estrid came into my life. Their beautiful, high performing product, plus the cutting edge personality of the brand is a far cry from the unobtainable airbrushed models of the Venus razor era.

Estrid is a subscription razor service. Depending on how and how often you shave, the delivery model is customised to your requirements. And you can amend it at any time.

So how has a razor gone from a product that I shoved at the back of my bathroom cabinet to a brand that I tell my friends about over a bottle of Rosé?

They have a bloody good product

For too long the high-performance razor market has been focused on men. Stories of blade innovation and moisture locks that allow a close, rash-free shaving experience were proudly splashed across Guillette ads but where were the women’s razors? Where was the innovative blade technology that was made for the female shape at the same affordable price point as the one built for the male jawline?

Estrid has called BS on the Pink Tax (the broad tendency for products marketed specifically toward women to be more expensive than those marketed for men, despite doing the same thing) and designed a technology-leading razor system designed specifically for women.

Product performance is its number one priority. From the weight of the steel handle to the vegan lubricating strip on the blades, everything has been considered to bring the optimum experience to their target market.

Attainable and relatable

“Your body, your hair, your control” is their underlying brand ethos and messaging. Their imagery celebrates those who identify as women in whichever way they wish to show up and that is with body hair or without. The brand is not trying to shame body hair, force you to remove it but instead embraces the decisions you make from every standpoint.

Estrid encourages their customers to send photos of themselves with their product which they then feature with their social media. This further humanises the brand and creates pockets of micro and nano influencers which act as a hook for other like-minded customers.

Customer-centric

The user experience is built around the customer and their usage needs. The customer is in charge when it comes to quantity, frequency and cancellation. The process feels straightforward and easy. There are no arduous processes or hoops to jump through. My only slight criticism that my starter kit took a while to arrive, but with the brand based in Sweeden and the backlog of deliveries caused by Brexit, this is not surprising, and UK disruption is something that they are looking into.

Many D2C brands are starting to explore how they can better serve the last minute need, ‘oh shit I didn’t realise that I had run out’ customer. Jinx, a quality dog food brand has started exploring SOS text messages as a way of speeding up the dispatch schedule and getting subscription product out quicker.

Whole brand experience

After the success of the ‘Dollar Shave Club’, I am sure that Estrid is not the only brand that has created a subscription razor company for women. But where these other businesses have failed to cut through is that they centred on selling products as opposed to building a distinctive brand, that stands for something. Every interaction that you have with the company feels like the brand. It is uniquely identifiable.

From the packaging, social posts, website, even through to their corporate LinkedIn page. Their messaging, their TOV, their colour pallet everything is consistent. Whilst the messaging is optimised to the environment that it is in, it feels distinctively Estrid.

Brand partnerships

Estrid has increased its appeal and reach through some highly strategic brand partnerships, including Ida Klamborn (bold and feminine fashion) and Dipsea (a female led sexual audio). These partnerships are successful as they are aligned not just on demographics, but on psychographic appeal of the audiences and the mission of the brands themselves. They have chosen brands that are values-driven and aligned with their ethos of celebrating and empowering women however they chose to show up. They are multifaceted and powerful.

It is a combination of amazing product quality, strong brand identity and user-centricity that make Estrid a brand that is on the fast track to becoming a household name of tomorrow.

Sprowt has no affiliation with Estrid asides from a sexy looking razor and silky smooth legs, but if you are a purpose-driven brand that is looking to stand out and scale, get in touch to see how we can help.

Estrid: shaving the way with a new kind of razor.

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