Within a very competitive environment and a very performance-driven market, Wilkinson decided to create stronger brand-bonding with the young male core target by creating a club entitled D.A.R.E. (Droit Aux Rasages Extravagants), which humorously promotes men who decide to shave differently. The club is open to all who ‘out’ their daring shaves. Visitors to the website can read about the history of extravagant shaving, watch videos about the modern DARE movement, try the shaving simulator or apply for the title of ‘Mr. DARE’ by sending in their photograph. The idea is also used across different media such as press and posters.

First the website was launched and advertised with editorials on major sites such as Yahoo and Google, and also on web banners. Two weeks later print and postcards were released which directed people to the website. Subsequent blogs and media coverage spread the news everywhere.