Philips offers men online help with grooming

Philips has launched an informational website complete with how-to videos aimed at giving men the confidence to try new grooming regimes using its razor range.

The digital agency that created the website is Tribal DDB Worldwide, while Australian PR is being run by Fleishman-Hillard.  


The announcement:

Sydney, Australia: Philips has launched a brand new grooming platform; a website offering men inspiration, expert advice and the right tools for every styling requirement – for the whole body. From chin straps and handlebar moustaches, to trimmed torsos and full beards, Philips aims to bring humour and creativity to the grooming category whilst underpinning the platform with expert guidance and advice for every grooming requirement.

Recognising that men between 18 and 35 years are becoming increasingly creative with the expression of their personal style through grooming, (46 percent of Australian men shave for self image or style ), Philips has responded to men’s needs by simplifying how to achieve new facial hair styles and body grooming looks. The Philips Grooming platform supports the full range of Philips grooming products that are designed to encourage experimentation with different styles.

Get the tools and the know-how

Facial and body hair styling are obvious ways for men to bring individuality to their look, yet many men do not know how to achieve the styles that they want, or what tools to use for the job. Traditional methods involving scissors and blades can result in poor execution and an uncomfortable experience, especially if the individual is experimenting with something more adventurous.

Philips’ aim is to ensure that men have somewhere to turn to when looking for inspiration or advice, whether it be how to create a perfect chin strap – as epitomised by an R&B singer who soulfully sings his expert advice on the grooming platform site – or how to create a perfectly styled ‘bonsai’ – a euphemism for a certain part of the male anatomy that can often benefit from a little pruning.

“Guys nowadays are led by both the pack mentality and by a desire for individuality to be creative with their look. Whether they want to impress a partner, emulate something they have seen on a friend or simply feel more confident and stylish, the grooming platform exists to ensure that modern day men have the right tools and right guidance for every styling job,” said Peter Bosscher, Senior Customer Marketing Manager, Australia and New Zealand.

“In an environment where grooming is booming and men’s style comes under more and more scrutiny, it can be very confusing for men to know the right tool to use for the look they want to achieve. With the grooming platform, Philips wants to be a helping hand to modern men by addressing their grooming concerns in the language they speak. This should make it easier for them to understand how to achieve the right look with the right products. We hope the platform will engage men and encourage confident experimentation with new styles and techniques,” said Peter Bosscher.

Tools from start to finish: The Platform

Upon entering the website www.philips.com.au/grooming men will be given a visual array of different styles for face and body hair, from ‘start to finish’. Upon selecting a particular style, the user will be able to view a briefing video by a particular ‘character’ that epitomises that style on how to create that look. It provides guidance on which Philips tool will be required in order to create it and there is also a ‘spin the wheel and change your style’ function where men can upload their face and see what they look like with different styles before they try them out. They can also share their ‘new’ facial styles with their friends via Facebook, for example.

Source: Philips press release


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