Philips Grooming

Background

Bring clarity to a poorly understood category, retain leadership against competitors, increase sales in a declining market and appeal to both male consumers and male/female shoppers.

Insight

For Men, product performance provides a kind of \”emotional functionality.\” It helps them feel that their choice is more efficient, powerful or technologically advanced.

When they shop the specifications of a product helps them justify the expense, therefore this detail is important point-of-sale material information.

Building these elements into the shopping environment also creates a space that appeals to their sense of authenticity and craftsmanship.

Action

Create a campaign that engages with the consumer inviting him to re-appraise how he looks and how he feels about himself. Phillips is offered up as the head-to-toe grooming solution to enable this anticipated change and give men back the confidence and sense of self they have been lacking.