Braun Shavers

Warwick Khairi

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 the quality, reliability and value of the product - particularly to gain market share from main rivals, Philips.
Agency: Lonsdale AdvertisingAuthors: Warwick Khairi

Braun shavers

BACKGROUND

The market for dry shavers

The UK shaving market is a complex one, in which traditional wet shaving methods dominate. In spite of extensive promotion for dry shavers, a clear majority of shavers prefer to use wet shaving methods. Nonetheless, approximately half of adult men own a dry shaver of some kind, and just over one third use them more or less regularly.

For many years, brand leadership of the dry shaving market has been held by Philips, who have been to a large extent responsible for building and...

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