How Panasonic used semiotics to take men’s grooming beyond function and features

When a new multi-purpose men’s grooming tool needed a name, packaging and a launch campaign, Panasonic turned to semiotic coding to look for opportunities.

In the battle for business in the male grooming space, function has been everything: a closer shave, a neater beard. And where it hasn’t been about the number of blades on a razor, there have been fairly well-worn tropes around masculinity that varied little between brands and products.

But with its new all-in-one grooming tool, Panasonic wanted to break with tradition and show that it stood out from the competition, not just in terms of functionality but also in how it pitched the product to consumers.

Dr Shane Hanson, Head of Insight & Innovation at Panasonic EU, told the MRS...

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