Philips Norelco Targets Men “Down There”


What to say about Philips Norelco’s latest “arbor-themed” campaign for its line of body-grooming devices? That it’s quite silly? That it’s effective? That it was probably fun to write copy for?

The brand’s multi-pronged “Shave Everywhere” campaign for the Philips Norelco Bodygroom Pro really has it all.

Quirky, interactive element? Check. Connection to a do-gooder campaign to make purchasing a device a philanthropic undertaking? Check. Humor? Check. A contest? Check. Crowdsourcing? Check. Sexy female appeal to men’s sense of vanity? Check … out Carmen Electra’s pitch, after the jump. [more]

Men’s grooming is a booming sector for brands. After decades of no change, the men’s beauty market exploded with male-positioned shampoos, face washes, hair products, etc.

The latest area of the market to experience growth is body-grooming, i.e., hair-removal. As male physiques become more and more objectified, hair, down there, becomes less and less desirable.

Philips Norelco’s move to capture some of this market with its Bodygroom Pro device makes sense. Its approach of throwing everything at the wall to see what sticks may come across as a little disjointed and scattered, but it’s certainly fun and has its charms.


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