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 ‘come out’ by making their daring shaves official. 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.