During the last week of July, leading stores across Delhi such as Plugins at Pacific Mall, Subhash Nagar, One Philips Store at Great India Place, Noida and Kunchals at GK 1 M-Block market replaced their regular mannequins with real body-builders who demonstrated the grooming results of the Philips BodyGroom. Interested consumers were given a touch and feel of the product and a demonstration of its features, including temporary tattoos inked on their bodies and photographs with the tattoo, given away in a special photo frame.
The brand also introduced a 'Style Sutra' app that allows consumers to explore different facial styles on themselves. The application allows men to try 12 different facial hair styles using augmented reality technology.
"A new age product like the Philips BodyGroom calls for new age marketing, which connects with the consumer and has never been seen before by him. Hence, the concept of multi-touch point, multi-facetted activations that include a live touch and feel experience for the shopper, an exploratory online experience for the experimenter and a mobile demonstration unit to increase the outreach beyond Tier 1 markets," says Aarushi Agarwal, director, marketing, personal care, consumer lifestyle, Philips India.
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