Sometimes there are marketing campaigns that I come across that are disturbing, some are comical, and some are just downright bizarre. But this one is a combination of all three: The Philips UK Bodygrooming website features various shaving devices chasing two kiwis. Go to different pages on the website and you’ll notice the kiwis moving around at the bottom of the pages.

And, just in case you aren’t clear what the kiwis are supposed to represent, website spokesperson Lee Kynaston, Grooming Editor (Grooming Editor???) of Men’s Health magazine clears it up for the viewer. He states, “If you want a pair of super-smooth kiwis, douse them with a little cold water first…Don’t worry, Bodygroom’s safety features mean there’s no way you can damage them!”

Now, if you aren’t familiar with manscaping, it includes waxing, plucking, shaving, manicuring, and so on. According to recent studies, male grooming is a trend that’s sweeping the globe. Let me provide a few links to educate you:

Manscaping 101: A Heck’s Kitchen Interview

Men + Waxing = Manscaping

A Beauty or a Beast?

While some men have probably been grooming more than their face for a long time, the term manscaping came into more American households via Queer Eye for the Straight Guy. And…I think the idea has caught on. More cosmetic and personal care companies, as well as day spas and salons are marketing grooming regimines to men.

Looks like manscaping is big business! A recent AP story states that department store sales of men’s products jumped 13 percent last year. In both the United States and Europe, male grooming habits are big business! According to a 2004 study from ACNielson , the Razors & Blades category grew 5% in Personal Care Products.

“Women aren’t the only ones focused on personal grooming,” said Jane Perrin, ACNielsen Managing Director of Global Services and sponsor of the study. “In many of the countries we studied, the growth in Personal Care categories was impacted by the introduction of new male-oriented products. The so-called ‘metrosexual’ phenomenon is definitely having an impact.”

And so all this is to say, men: if you are having a bad hair day, never fear ’cause more companies than ever are jumping on the bandwagon! You will have ample choices of razors, grooming devices, gels, waxes, hair products, skin cream, and cologne making their way to offer you some help. (I’m still not sure about that Philips ad, though!)

Hugs, Wendy Maynard
Your friendly marketing maven

Twitter Love Me!