The Brief

-Over 73% of Taiwanese men think that grooming is just about cleanness*, preferring a clean-shaven look over any type of beard and stubbles. In order to increase penetration of Philips Grooming Kits, we have to initiate more men in the art of facial hair. -The promotion had to reach young males in a conducive environment for them to open up to the idea of facial hair and encourage trial. Also, given the limited budget of a low priority product line, it had to be done in a cost-effective way. * Research data source from: Male Shaver Market Understanding, TNS, 2010

Describe how the promotion developed from concept to implementation

-We targeted men at popular hair salons, catching them by surprise. -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).

Describe the success of the promotion with both client and consumer including some quantifiable results

-The campaign clearly leveraged the most efficient opportunity 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*** * Total participants: 5,273; Total number of valid return was 2,109. *** The cost per contact of previous campaign executed at department stores on average was USD 64.

Explain why the method of promotion was most relevant to the product or service

-Due to budget constrains, we ruled out expensive visualization solutions like Augmented Reality technology, and opted for a more intimate approach. -By embedding the experience into the established hair cutting ritual we created a unique opportunity for the brand, when men were most receptive to suggestions about their looks and open to try something new. -The idea of a low-tech ‘Augmented Reality’ mugs delivered a powerful product demonstration, reinforced by the hair stylist’s endorsement and the special discount.