Bodygroom Electric Shaver
Award: Yellow Pencil
Yellow Pencil / Websites / Microsites / 2007
This site's objective was to launch the Philips Norelco Bodygroom product in the US. Philips wanted to encourage men to check out the Philips Bodygroom by making them realise there's a better way to trim their body hair. <br/>Tribal DDB/Philips knew that the target audience of men between the ages of 25 and 34 tend to be sexually active; they shave or trim their body hair to look sexier, not for body maintenance. While they do experiment with different tools to groom the body, it is not something they brag about. There is a fine line when it comes to male grooming – they are conscious of their appearance, diet and grooming, but not at the expense of their masculinity.
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