Campaign details
Brand: PhilipsAgency: OMDRegion: APAC
Strategy
Objective
Almost two years into the pandemic, multiple lockdowns, and prolonged stay-at-home periods later, as people across the country were embracing the new lifestyle and started stepping out with caution, they also started turning their attention back to personal grooming.
While in 2020 the market share for the category saw massive growth, it soon started slowing down in 2021 with a 17% decline in comparison to the previous year.
Beard trimmers constituted 74% of the Men's electric grooming market. And this category was getting commoditized with multiple players...