STYLE ICON JOHN ABRAHAM UNVEILS’ MPOWER
-THE NEW MALE GROOMING RANGE FROM PHILIPS
Five solutions for different styling needs – from basic
facial hair trimming to multigrooming
New Delhi, India – Philips,
India’s leading lifestyle brand, today took the concept of male grooming to the
next level by launching MPOWER, an iconic male grooming and styling range.
Unveiled by John Abraham, Bollywood actor and Philips Male Grooming brand
ambassador, the MPOWER range is designed to help Indian men make the shift from manual shaving to
electrical grooming, in keeping with the technological advances in the male
grooming space. The MPOWER range includes trimming, facial styling and body
grooming solutions and is an advanced, skin-friendly and convenient solution to
every man’s grooming needs.
Aarushi Agarwal, Director Marketing, Personal Care,
Consumer Lifestyle, Philips India, said, “Men today start their grooming journey at an early age and
adapt their styling needs to different stages of life. Philips’ new MPower range is designed to empower
every user whether he is 15 or 50 years old to experiment with his look,
be confident and better express himself.
“As the creator of the male grooming
category in India, Philips is very conscious of the evolving needs of its
consumers. We take it as our responsibility to be partners in their evolution
journey and bring innovations that are relevant and current, supported by
the latest in technology , which are
also skin friendly. ,’ she added.
Philips has been at the helm of
the style revolution in India and has introduced marquee products based on deep
consumer insight, be it the Grooming kit that caters to all your facial styling
needs, or the Philips BodyGroom that started the body-grooming revolution in
India in 2012. With the new MPower range, Philips will reach out to the entire
spectrum of users- from the first time trimmer to an evolved user.
As a style icon known for experimenting with different
looks, John Abraham, Bollywood actor and Philips Male Grooming brand
ambassador adds, “A well-built
body and an overall well-groomed personality have now become the benchmark for
one's style quotient. In recent years, there has been a huge style revolution
among men and they have started taking their grooming very seriously. Till a few years back, grooming was restricted to special
occasions. But today, men want to look good and well-groomed every day.”
Men’s grooming products are a key focus area of growth
for Philips Consumer Lifestyle division in India. Personal Care, specifically
the male grooming portfolio, has been the fastest growing category for Philips
in India recording tremendous growth last year. Philips is looking at serving
the urban male, who is spending a lot of time and money on his appearance and
lifestyle and wants more from his grooming gadgets.
According to the findings of a recent Philips research
survey, 65% of the overall male respondents believe that different occasions
called for different facial styles ranging from clean shaven to stubble,
goatee, soul patch et al. Nearly 54% women respondents in the age-group of
21-25 years find men with styled facial hair more attractive. When it
comes to body hair, 70% women would like their men to have no body hair or at
least trim them and 80% men have already tried different ways of removing body
hair, ranging from shavers to trimmers and body-groomers. The survey clearly
indicates that men are looking for a solution that can provide them head-to-toe
styling, in order to keep themselves and their partners happy. And this insight
has been instrumental in the genesis of MPower Ultimat, a multi-grooming tool,
which promises to cater to all grooming needs of the modern man. The survey
also reveals that the age- group of men who are taking up facial styling and
grooming has lowered significantly and 43% males have started their
experimentation with grooming by using a trimmer. The MPower Play, the advanced
trimmer from the MPower range, is designed to be every boy’s first step into
grooming.
Skin-friendliness, however, remains the most important
aspect of the MPower range and is completely in sync with the fears of today’s
men. Interestingly, the Philips survey reveals that that 37% men are
dissatisfied with most products in the market and are more concerned about skin
irritation, than about nicks and cuts. Also contrary to popular belief, 41% men
would prefer a skin-friendly grooming gadget, while only 17% wanted a fast and
easy one.
New age products also call for new age marketing, which
connects with the consumer and has never been seen before. Hence, there is a
need for multi-touch point, multi-facetted activations. Keeping this in mind, Philips
has been deploying creative marketing tools to reach out to their consumers
including augmented reality apps, live-mannequins for in-store demonstrations, style
guides to help create different looks, creative campus activations and TVCs. Digital
media has been a key lever for growth for Philips Personal Care with their fan
base increasing from 60,000 fans in 2010 to 960,000 fans in 2013.
Product details:
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About
Royal Philips Electronics
Royal Philips Electronics (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 116,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter
Royal Philips Electronics (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 116,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at www.philips.com/newscenter
For further information, please contact:
Nirjhara
Rastogi
Corporate
Communications
Ashish Trivedi
Account Manager, Avian Media
Tell: +91 9650983017
Arsheen Kamboj
Account Executive, Avian Media
Tell: +91 9811371767
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