philips undersökning om grooming i norden
TRANSCRIPT
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SensoTouch 3DMonika UstarbowskaMarketing Manager
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#
Express
Sh
ow
ing
co
mp
eten
ceS
ho
win
g co
nsid
eration
Control
Nordic people and value share – shaving & grooming category
CONTROL & DUTY
CONFORMING
PAMPERING & RELAXATION
CHANGE & SPONTANEITY
ENERGIZING
SOPHISTICATION
People share 26%Value share 21% People share
12%Value share 12%
People share 16%Value share 16%
People share 12%Value share 16%
People share 11%Value share 13%
People share 23%Value share 21%
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Value share of segments – shaving category
Base: All male respondents. Based on absolute figures for category spending P12M in local currency recalculated in EURO.
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4 5 3 4 2
7 7 8 7 8
14 13 1611 15
22 24 22
15
24
2123
19
20
23
3227
3243
26
1 1 1
0%
20%
40%
60%
80%
100%
Nordic countries(total)
Sweden Norway Denmark Finland
Twice a day or more
Once a day
Once every other day
Twice a week
Once every week
Less often
Never
Base: All male respondents
Facial hair shaving – most frequent facial shaving in Denmark
How often, on average, do you shave your facial hair?
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0
20
40
60
80
100
Nordic countries(total)
Sweden Norway Denmark Finland
%
Well-groomed
Clean
Neat
Nothing special
Self confident
More attractive
Skin irritated
Sexy
Other
Nothing of the above
Base: All male respondents
Feeling after shaving – different tonality of well-groomed, clean and neat across the Nordic countries
Which of the following best describes your feeling after shaving?
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0
20
40
60
80
100
Nordic countries(total)
Sweden Norway Denmark Finland
%Pubic area
Head hair
Armpits
Neck
ChestBack
Arms
Legs
Other
None of these
Remove or trim other hair areas – most common pubic area, followed by head hair and armpits For which of the following areas do you remove your body hair?
Base: Those who shave body hair
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0
20
40
60
80
100
Nordic countries(total)
Sweden Norway Denmark Finland
% Shave my face
Trim my nose and ear hair
Use lotion on my face
Use hair spray/wax
Shave my scrotum/balls
Pluck my eyebrows
Blow-dry my hair
Use lotion on my body
Shave my armpits
Shave my chest
Shave my back
Shave my bottom
Shave the hair off my toes
Shave my legs
Put makeup on
Nothing special
Other
Preparation for date – most likely facial shave followed by trim nose and ear hair
Imagine yourself in a situation where you're to go out on an important date with your partner or a possible new partner – how would you prepare yourself?
Base: All male respondents
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What’s next?
?
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SensoTouch 3D
10
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High quality
Stand outIconic
SleekMotion sensor
Premium
Wanna-have
Silent and powerful
Magical light effect
‘Innovation and technology’
Unique
Premium Design
Dynamic
Authentic Masculine
Performing
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Touch – GyroFlex 3D
13
Touch
GyroFlex 3D system adjusts
seamlessly to every curve
3 dynamic independent
moving elements
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Smooth – UltraTrack
14
Smooth:
UltraTrack heads catch every
hair with just a few strokes
3 specialized shaving tracks:
1. slots for normal hairs
2. channels for long hairs
3. holes for short stubbles
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Glide – SkinGlide
15
Glide:
Smooth, low-friction SkinGlide
to minimize irritation
1 flat surface with rounded
edges & curved shaving heads
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Splash – Aquatec
16
Splash:
Aquatec seal for a
comfortable dry or refreshing
wet shave
Shaver made for both wet
use with gel or foam & for dry
use
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Grip – Easy grip handle
17
Grip:
Easy grip handle with
ergonomic grip for close
control
Slim handle with
ergonomic shape
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SensoTouch 3D
Gyroflex 3D SkinGlide
Easy Grip
UltraTrack
Speed XL Super Lift & Cut Trimmer
Aquatec
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SensoTouch 3DSensoTouch 3D
19
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Winning performance
Konkret test 2009, Bremen 2009, n = 212 rota/foil panel
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