Coolskin Nivea For Men - Feel different

Philip’s, once the world leader in the electric shaver market, faced major problems by the millennium, because the majority of their target market of young men shaved with blades – Gillette’s domain.

Coolskin Nivea For Men – Feel Different (GOLD)

Client: Phillips NVBrand: Coolskin Nivea for menCampaign: Feel DifferentCategory: Consumer Goods

Philips' invention of the rotary electric shaver some 70 years ago revolutionized shaving: a convenient and trendy way to look sharp. Philips became a world leader selling 500 million shavers since the 1950s.

By the new millennium things had changed: the market stagnated & Philips' user base averaged 46 years. Men around 24 were still shaving – but with blades, Gillette's territory.

Philips' answer was CoolSkin; an electric shaver with a build-in moisturizer by...

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