Philips undersökning om grooming i Norden

SensoTouch 3DMonika UstarbowskaMarketing Manager

#

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Control

Nordic people and value share – shaving & grooming category

CONTROL & DUTY

CONFORMING

PAMPERING & RELAXATION

CHANGE & SPONTANEITY

ENERGIZING

SOPHISTICATION

People share 26%Value share 21% People share

12%Value share 12%

People share 16%Value share 16%




Value share of segments – shaving category

Base: All male respondents. Based on absolute figures for category spending P12M in local currency recalculated in EURO.

4 5 3 4 2

7 7 8 7 8

14 13 1611 15

22 24 22

15

24

2123

19

20

23

3227

3243

26

1 1 1

0%

20%

40%

60%

80%

100%

Nordic countries(total)

Sweden Norway Denmark Finland

Twice a day or more

Once a day

Once every other day

Twice a week

Once every week

Less often

Never

Base: All male respondents

Facial hair shaving – most frequent facial shaving in Denmark

How often, on average, do you shave your facial hair?

0

20

40

60

80

100



%

Well-groomed

Clean

Neat

Nothing special

Self confident

More attractive

Skin irritated

Sexy

Other

Nothing of the above


Feeling after shaving – different tonality of well-groomed, clean and neat across the Nordic countries

Which of the following best describes your feeling after shaving?

0

20

40

60

80

100



%Pubic area

Head hair

Armpits

Neck

ChestBack

Arms

Legs

Other

None of these

Remove or trim other hair areas – most common pubic area, followed by head hair and armpits For which of the following areas do you remove your body hair?

Base: Those who shave body hair

0

20

40

60

80

100



% Shave my face

Trim my nose and ear hair

Use lotion on my face

Use hair spray/wax

Shave my scrotum/balls

Pluck my eyebrows

Blow-dry my hair

Use lotion on my body

Shave my armpits

Shave my chest

Shave my back

Shave my bottom

Shave the hair off my toes

Shave my legs

Put makeup on

Nothing special

Other

Preparation for date – most likely facial shave followed by trim nose and ear hair

Imagine yourself in a situation where you're to go out on an important date with your partner or a possible new partner – how would you prepare yourself?


What’s next?

?

SensoTouch 3D

10

12

High quality

Stand outIconic

SleekMotion sensor

Premium

Wanna-have

Silent and powerful

Magical light effect

‘Innovation and technology’

Unique

Premium Design

Dynamic

Authentic Masculine

Performing

Touch – GyroFlex 3D

13

Touch

GyroFlex 3D system adjusts

seamlessly to every curve

3 dynamic independent

moving elements

Smooth – UltraTrack

14

Smooth:

UltraTrack heads catch every

hair with just a few strokes

3 specialized shaving tracks:

1. slots for normal hairs

2. channels for long hairs

3. holes for short stubbles

Glide – SkinGlide

15

Glide:

Smooth, low-friction SkinGlide

to minimize irritation

1 flat surface with rounded

edges & curved shaving heads

Splash – Aquatec

16

Splash:

Aquatec seal for a

comfortable dry or refreshing

wet shave

Shaver made for both wet

use with gel or foam & for dry

use

Grip – Easy grip handle

17

Grip:

Easy grip handle with

ergonomic grip for close

control

Slim handle with

ergonomic shape

18

SensoTouch 3D

Gyroflex 3D SkinGlide

Easy Grip

UltraTrack

Speed XL Super Lift & Cut Trimmer

Aquatec

SensoTouch 3DSensoTouch 3D

19

Winning performance

Konkret test 2009, Bremen 2009, n = 212 rota/foil panel

Philips undersökning om grooming i Norden

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