Results and Effectiveness

-The campaign clearly leveraged the most efficient and unexpected environment for education and trial. -Based on the questionnaires and post-interviews, 95% of clean shaved participants enjoyed the experience and changed their mind about growing a beard. -All previous Philips Grooming Kits promotions were outperformed. It delivered a record-breaking 25% of coupon redemption, an overall sales increase of 46%* and the cost per contact was reduced from USD 64 to USD 2**. * Sales data period: 20th.Dec.2011 ~ 31st.Jan.2012 ** The cost per contact of previous campaign executed at department stores on average was USD 64.

Creative Execution

-The salon capes were replaced with custom designed ones, featuring an arm holding a Philips trimmer. -The men magazines were bookmarked to point out famous whiskers. -And the salon beverage was brought in transparent mugs featuring a dozen of different facial hair styles for customers to play with in front of the mirror. -Trained hair stylist provided encouragement and even product demos throughout the visit. -As a parting incentive, the coaster featured a 50% off discount to be redeemed at the nearest home appliances store, often within the same location (in malls).

Insights, Strategy and the Idea

-Insights: Over 73% of Taiwanese men think that grooming is just about cleanness*, preferring a clean-shaven look over any type of beard and stubbles. The hair salon is where men are most receptive to suggestions about their looks and open to try something new. -Strategy: We targeted men at popular hair salons, catching them by surprise. By embedding the experience into the established hair cutting ritual we created a unique opportunity for the brand. -Idea: Low-tech ‘Augmented Reality’ mugs (brought with the salon beverage) allowed men to experience facial hair without inhibitions in a fun and personal way. * Research data source from: Male Shaver Market Understanding, TNS Taiwan, 2010