Philips is aiming to shake up women’s grooming routines with its first-ever video campaign for its electric shavers.
Developed by Tag, the “Feel Electric” campaign features three documentary-style videos with real women sharing their shaving stories, like how old they were when they first started shaving, how they shave, and their worst waxing experience. They’re also asked about grooming alternatives, and give one of Philips’ new products—the Satinelle Epilator, SatinShave or Philips Bikini Genie—a try.
The idea was to be relatable to female consumers, since most have horror stories about being waxed at the salon or have experienced razor burn, said Jennifer Ingram, marketing manager at Philips for digital and beauty.
“We wanted to show how our new innovations are transforming hair removal for women, and for those who never even realized that the electric category existed, what it can do for them and how our products can change their current [routine],” said Ingram.
Ingram acknowledged that getting women to switch to electric is a challenge, first because of the higher price point of electric shavers and secondly because “it’s unknown territory if you’ve never entered it,” she said. “[However], once you actually try it, the results are fantastic.”
The “Feel Electric” videos appear on YouTube and Philips is also running digital banners. Ingram said the digital campaign will especially resonate with younger women since they often turn to YouTube to look for advice from different experts.
In addition, some people think of female hair removal as a taboo subject, and they like to do their research where it’s private, she added. “Online is definitely the right vehicle to find the information they’re looking for. And this way, they can also look to these women to see what they’ve been through and what their experiences are with the products.”
