The success of Dollar Shave Club isn’t wasted on Procter & Gamble’s Gillette. A new Gillette Shave Club is building on the shaving leader’s original Shave Club for men, which allows them to sign up for Gillette blades at a frequency that serves their needs.

This story first appeared in the June 10, 2015 issue of WWD. Subscribe Today.

The Gillette Shave Club is open to subscribers and nonsubscribers who want to receive Gillette benefits and helpful grooming and style content.

“At Gillette, we think guys deserve a great shave at a great value, and they shouldn’t short-change themselves when it comes to the quality of their shave,” stated Charlie Pierce, group president, global grooming. “We also want it to be as convenient as possible for guys to shop Gillette.”