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.