It's very rare to see an Asian man with facial hair, and to promote Philips grooming products to Taiwanese men, the company launched the 'Augmented Reality Mugs' stunt.
Around 73% of Taiwanese men feel that the act of grooming is about keeping clean. They prefer a clean-cut look over maintaining facial hair, unlike the west where male sex appeal comes with rugged looks, stubble and beards.
To increase the sales of shaving products, Philips created Augmented Reality Mugs, which are glass mugs with facial hair stickers. These were presented at select salons in Taiwan where hair stylists offered men these comical cups. When customers were interested, they were instantly offered a 50% off coupon to Philips' grooming kits. The Augmented Reality Mugs stunt is a quirky promotion that successfully attracted customers.
Mustache-Mocking Cups
Philips 'Augmented Reality Mugs' Give Hairless Men Faux Facial Hair
Trend Themes
1. Clean-cut Look - The preference for clean-cut looks among Taiwanese men presents an opportunity for grooming companies to market shaving products and services.
2. Facial Hair Stickers - The use of facial hair stickers on augmented reality mugs can be a disruptive innovation for the marketing industry and grooming companies looking to attract customers with humorous promotions.
3. Augmented Reality Marketing - The use of augmented reality in marketing campaigns, such as Philips' augmented reality mugs, presents an opportunity for tech companies to offer innovative marketing solutions to businesses.
Industry Implications
1. Grooming - The grooming industry can leverage the preference for clean-cut looks among Taiwanese men and the success of Philips' quirky promotion to increase sales of their products and services.
2. Marketing - The marketing industry can utilize the use of augmented reality in campaigns such as Philips' augmented reality mugs to offer disruptive innovation opportunities to businesses.
3. Tech - The tech industry can provide innovative marketing solutions to businesses through the use of augmented reality, such as the technology used in Philips' augmented reality mugs.