Toiletries and cosmetics: Shaving products

 

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing sha ...

Wilkinson Sword wanted to announce their first-time sponsorship of Movember, a Men’s health charity that encourages men to raise money for the fight against prostate cancer by growing a moustache. Rat ...

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and ...

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. ...

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

The German men's wet shaving market has been growing, and is currently led by Gillette. However, increased competition, own label and lower-priced alternatives were threatening the company's position. ...

Braun's CruZer is a shaver that also trims and styles, and is aimed at the youth market, in particular freesports enthusiasts, to whom creating an individual, unique look and standing out from the cro ...

For many years Schick-Wilkinson Sword was a distant second to Gillette Company in all categories of the global market for shaving products, but in the late 1990s Schick recognized an opening in the wo ...

In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men wi ...

Norelco Consumer Products Company introduced the Reflex Action Razor in 1996. The product launch, backed by an unusually large advertising budget and an aggressive marketing campaign, helped revitaliz ...

Campaign for launch of Lynx razor, to extend brand into the shaving market, including the `evening shave’. TV campaign `Strike’ achieved high pretest scores, awareness, distribution and value brand sh ...

Case study illustrating the use of point-of-purchase (POP) advertising in a new global product launch: Gillette's Mach 3 razor. Development of the product and marketing plan briefly described. POP str ...

The paper examines the campaign Landowne Marketing devised for shaver manufacturers Braun in 1979/80 to develop brand awareness among dry and wet shavers and to improve Braun's image, by focusing on t ...