Philips Norelco: I'd &*@! me

Category: Youth Marketing
Brand/client: Philips Norelco / Philips Norelco
Lead agency: Ogilvy & Mather
Contributing agencies: Havas Media, OneVoice, Geometry Global and Zocalo

State of the marketplace & brand's business

These days, it seems everything is going electric – except shaving.

Philips Norelco is the leader of a category that has been unwaveringly flat for the past ten years.

Source: GfK: MRI Spring 2012

A missed opportunity

The strange thing is, over those same ten years, men have been adopting behaviors that should have been rewarding the electric category. These days, men are less likely to just shave away their facial hair every day (which is what a blade excels at). Instead, they are turning to new facial hair looks (Mintel, Shaving and Hair Removal Products, US, October 2013) and exploring a brave new world of body grooming. The styles that result from these new behaviors are far easier to manage with the flexibility of electric tools than with manual blades.