Philips Simplifies Grooming For the Modern Saudi Man

May 30, 2011 - PRLog -- Jeddah, Saudi Arabia - Royal Philips Electronics (NYSE- PHG, AEX: PHI) in partnership with the newly appointed Philips Personal Care distributor Ahmed Abdulwahed Company, is launching a brand new male grooming platform campaign; including a digital site www.philips.com/grooming offering men inspiration, expert advice and the right tools for every styling requirement - for the whole body. From chin curtains and horseshoe moustaches to trimmed torsos and full beards, Philips aims to bring creativity to the male grooming category whilst underpinning the platform with expert guidance and advice for every grooming requirement.

With Saudi men from 18-35 years are becoming increasingly creative with the expression of their personal style through grooming, maintaining a look such as sideburns, goatee or permanent stubble, Philips has responded to men’s needs by simplifying how to achieve new facial hair styles and body grooming looks. The Philips Grooming platform campaign supports the full range of Philips grooming products that are designed to encourage experimentation with different styles.

Some of the gear and no idea...

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 curtain 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.

Dick Bunschoten, General Manager Saudi Arabia, Philips Electronics Middle East & Africa says: “Saudi 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 friends, emulate something they have seen or simply feel more confident and stylish, the grooming platform campaign exists to ensure that modern day Saudi men have the right tools and right guidance for every styling job.

“In an environment where male grooming is booming and men’s style comes under more and more scrutiny, it can be very confusing for men to know what the right tool to use for the look they want to achieve. With the male grooming platform campaign, 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.”

Tools from start to finish: The Platform

Upon entering the website www.philips.com/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 humorous briefing video by a particular ‘character’ that epitomizes that style on how to create that look. It also provides guidance on which Philips tool will be required in order to create it. 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 share their ‘new’ facial styles with their friends via Facebook.

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