Philips Is Back With More Bad News/Good News For Men

Leveraging the successful marketing of its Bodygroom product, Philips Norelco is using the same medium, shaveeverywhere.com, to tout its ear and nose hair trimmer this holiday season.

In the Tribal DDB-created video, a middle-aged man notices a nose hair and panics. His father, outside the bathroom door, talks to him about "Second Puberty" and assures him that the development is normal. Like a mother handing her daughter a tampon, this parent hands his son the Norelco Nose, Ear and Eyebrow Trimmer.

"The creative concept was based on the same consumer insight as the Bodygroom campaign," Shannon Jenest, a Philips spokesperson, tells Marketing Daily, which is to "take a rather sensitive topic that's very relevant to our target and use humor to create a safe environment for them to explore real working solutions."

The campaign is being supported through online banner ads, out-of-home (bathroom) ads in Atlanta and Los Angeles, and wild street postings. "We're also tapping into our existing Bodygroom consumer-base to re-engage them with the microsite," says Jenest.

Philips Norelco commissioned a GFK Roper survey that found that 56% of men with moderate or heavy hair growth in their nose and/or ears would appreciate it if someone told them about their problem. Just 16% said they had asked a friend or family member for advice on how to deal with it.

While many men may associate ear and nose hair with getting older, 20% of respondents who admitted to having a lot or moderate amount of ear and nose hair were actually between the ages of 18 to 34. One in four men with at least a moderate amount of ear and/or nose hair said they never trim it, or let it get too long before they do.

"Nose and ear hair is a reality for most men, even in their 20s and 30s," said Arjen Linders, vice president/marketing for Philips Norelco, in a press release. "But the idea of 'Second Puberty' isn't a topic that comes up naturally, so we're expanding shaveeverywhere.com to tackle a new follicle challenge using the same disarming humor that engaged millions of men when we launched the site last year."

The product sells for $14.99 at Wal-Mart, Target and Amazon.com.

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