Philips Consumer Lifestyle division has made use of interesting communication vehicles for consumer engagement to increase penetration and recall among the male target audience. The exercise aims to promote its men's grooming products range, along with the latest addition in the range, Philips BodyGroom.
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.
To increase personal engagement with the youth for the overall male grooming category, a canter activity has also been organised across key cities in Punjab, West Bengal and Karnataka, which kicked off during the first week of July and will continue till August 2. A specially designed Philips Canter has been made a one-stop-shop for those interested in familiarising themselves with the Philips male grooming product portfolio. People can participate in unique games to help them identify their style and get expert tips on how they can transform their facial styles.
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.