Philips Male Grooming Encourages Men to Express Themselves
Katherinev123 — December 11, 2011 — Marketing
Philips Male Grooming wants you to 'Express Yourself Every Day.' This new, male-focused campaign by the brand wants men, ages 25 and over, to express themselves in whatever they do, from their jobs to the way they groom themselves.
According to Popsop, with this breakthrough, emotionally charged campaign, Philips Male Grooming aims to "break the conventions of the traditionally conservative and predictable male grooming category." This is because Philips recently discovered through an elaborate consumer research initiative that today's man wants to try out different looks, and the brand wants to be the first to support this new direction in male grooming.
The Philips Male Grooming 'Express Yourself Every Day' campaign comprises a 30-second TV commercial as well as an online program that combines grooming advice, styling tips and films and articles based on the topic of 'The Everyday Expressives.' To drive its point that it understands the everyday male, Philips has even recruited normal, real men to be part of their communications, packaging and other marketing materials.
According to Popsop, with this breakthrough, emotionally charged campaign, Philips Male Grooming aims to "break the conventions of the traditionally conservative and predictable male grooming category." This is because Philips recently discovered through an elaborate consumer research initiative that today's man wants to try out different looks, and the brand wants to be the first to support this new direction in male grooming.
The Philips Male Grooming 'Express Yourself Every Day' campaign comprises a 30-second TV commercial as well as an online program that combines grooming advice, styling tips and films and articles based on the topic of 'The Everyday Expressives.' To drive its point that it understands the everyday male, Philips has even recruited normal, real men to be part of their communications, packaging and other marketing materials.
Trend Themes
1. Breakthrough Male Grooming Campaigns - Philips Male Grooming aims to break the conventions of the traditionally conservative and predictable male grooming category by encouraging men to express themselves through their grooming choices.
2. Emotionally Charged Marketing Initiatives - The 'Express Yourself Every Day' campaign by Philips Male Grooming taps into the desire of today's men to try out different looks and supports this new direction in male grooming.
3. Inclusive Marketing Strategies - Philips Male Grooming's campaign features normal, real men in their communications, packaging, and marketing materials to better resonate with the everyday male.
Industry Implications
1. Male Grooming - The male grooming industry has an opportunity to embrace the trend of men expressing themselves through their grooming choices and cater to their desire for trying out different looks.
2. Digital Marketing and Advertising - The 'Express Yourself Every Day' campaign involves an online program that combines grooming advice, styling tips, and films and articles, presenting an opportunity for digital marketing and advertising agencies to create engaging content for male consumers.
3. Consumer Research and Insights - The elaborate consumer research initiative conducted by Philips Male Grooming to understand the desire of men to try out different looks can provide opportunities for consumer research and insights companies to offer valuable data and analysis to the male grooming industry.
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