July 14, 2014: Philips India in its effort to give a new push to its male grooming range has roped in the rising star of Bollywood Arjun Kapoor who is fresh from two back to back hits Gunday and 2 States as the new brand ambassador. The company also released a new product Pro Skin Advanced Trimmer QT4011 for the youth who consider keeping stubble as cool and new television campaign conceptualised and created by Ogilvy and Mather. Arjun Kapoor is one actor who likes to keep stubble and in all his films released till now he has been spotted with it.
The primary target group for the QT4011 trimmer is youth in the age bracket of 18 to 22 years but the company would be targeting male customers between 14 to 30 years of age. In a recent Philips research survey done by GFK Research Agency, it was revealed that 91 per cent women dislike men with hard facial hair but 54 per cent women find men with styled facial hair more attractive. So there is a demand for trimmers in the market.
Anurita Chopra, Director Marketing, Personal Care, Philips India, was quoted as saying “Philips in its constant endeavour to stay young and connected to the youth keeps on innovating and adding an array of products to the male grooming portfolio.” She added, “The main two concerns for men today are that, one, they want to keep their facial hair in a way so that it looks trendy and fashionable. Secondly, they hate the hard facial cuts which one gets as a result of shaving. Therefore, one can easily avert these problems with the new trimmer from Philips.”
The size of the male grooming market including regular shaving in India is around 300 million Euros and this is the segment considered to be actually growing at a very fast pace today. The Philips Male Grooming division, which is only four years old, has seen 70 per cent CAGR in the last three years.
Philips other than the TVC would be following a very aggressive marketing plan with the youth as the main target audience. The company has a very active online community and very soon they will be doing various activities to engage the youth. Philips would be creating an online community, which will involve going to colleges and choosing style icons.
