Recreate the Kingly Posture of Philips Men's Grooming
In June 2022, Ylab, a brand strategy consulting company, finalized the brand strategy implementation for Philips. Subsequently, we, along with the client, decided to initiate the initial phase of product communication and implementation under the refreshed brand strategy, using Philips' highly anticipated new product, the "Little Cyclone" electric shaver.
During this implementation phase, we commenced with the unique hardcore technology of the "Little Cyclone" electric shaver. We integrated this technology with the brand's core values and the distinct grooming role of the new generation of young men. This transformation allowed the brand to revamp its traditional product communication and e-commerce shelf display methods. Our communication and implementation approach effectively resonated with the psychological aspirations of young individuals, resulting in content that not only appeals to but also engages Gen Z consumers.
01 "Dismantling the Ox" | Where Strategy Becomes a Sharp Blade
Communication Background and Challenges
As a seasoned player in the men's electric shaver industry, Philips has maintained a classic and professional image that has been widely appreciated by a large user base. However, in the price range of 100 to 299, targeting the young and entry-level market, Philips has encountered fierce competition. Many local brands are captivating the attention of young customers with trendy products and dazzling scenarios, vying to become the "first electric shaver" for young users.
In the midst of its brand transformation, Philips has embarked on a fresh brand strategy - "Stay True To You". How can the new generation of Chinese young men be enticed to embrace the upgraded Philips brand and eagerly opt for the new "Little Cyclone" electric shaver?
We need to comprehend the core essence of the Philips brand and the unique selling points of the "Little Cyclone" series of products, and from there, identify the points of resonance with grooming habits of the younger generation of Chinese men.
Elevating Product Roles and Selling Points from a Product-Centric Perspective
Starting from the "Little Cyclone" Series of Products: This product line features a distinctive "Y" key in its visual design. We can imbue this design with a meaningful interpretation and positive associations.
For young male users, an electric shaver represents more than just a grooming tool—it's a reflection of their unique lifestyle and self-expression, extending beyond the confines of the bathroom mirror.
Elevated Brand Essence:
"Stay True to You" aligns perfectly with the inner aspirations of young individuals, conveying their commitment to authenticity and embracing their youthful selves. It serves as a declaration of staying true to one's identity and embracing the essence of youthfulness.
02 Tempered and Refined | Creativity as a Sharp Blade
Identifying the Synergy Between Product Features and Generation Z
With the strategy direction in place, how can we visually convey this concept and create resonance with consumers?
The answer lies within the product itself. Combining the unique "Y" key design of the "Little Cyclone" series, we have initiated the central theme of this creative approach: "我就这YOUNG".
In terms of visual content design, aiming to break away from convention, the creative team has set the goal of "Break Free from the Bathroom!" This ambitious objective is all about taking the shaving product out of its traditional usage context – the bathroom – and showcasing the diverse possibilities of male grooming. Consequently, this has led to an avalanche of brainstorming sessions and meticulous refinement of creative scripts!
How to clearly showcase the product features?
How to make the plot both unexpected and logical?
How to engage with the young audience on the same wavelength?
We engaged in extensive discussions with both our clients and consumers, delving into the mindset of the audience and understanding their usage habits. Ultimately, we scoured platforms like Bilibili, Weibo, and Hupu, where young men frequently congregate, and discovered over 100 usage scenarios. Eventually, we narrowed it down to three scenarios that impeccably balanced product functionality with the current preferences of the young demographic. These scenarios were creatively juxtaposed and blended with the product to realize the final creative concept.
Matching three major technologies with three distinct scenarios, offering three functional benefits—just like Philips electric shavers, where creativity is meticulous and every move is precise, ensuring a comfortable experience.The Turbo Shave System, as swift and precise as a strike in bowling – clean and sharp!Self-developed blade technology, akin to a VR lightsaber, ensuring a swift and decisive victory!The low-friction comfort ring, just like playing ice hockey, ensures minimal friction without harming the skin!Series KV
03 Tempered and Sharpened | Execution Like a Steel Blade
As we reached the execution phase, everyone couldn't help but exclaim that this shaving razor project was truly a "tough challenge." However, we firmly believe that the beard grown through sweat and effort is the one that's most satisfying to shave off!
Being handsome is important, but being authentic is even more crucial. The director said, when a man shaves, he has to be truly handsome! So, we invited a martial arts team from Hengdian to perform with light sabers – because being young means doing things differently and uniquely!Martial arts guidance in an online performance, dancing into illusions