In a bid to expand its male grooming product portfolio, and widen its male consumer base, Philips has launched has launched a new range of male grooming and styling range called MPower. The range also includes ‘Play’, a trimmer, specifically targeted at the 15-year-old plus.
“Men today start their grooming journey at an early age and adapt their styling needs to different stages of life. Philips’ new MPower range is designed to empower every user whether he is 15 or 50 years old to experiment with his look, be confident and better express himself,” says Aarushi Agarwal, Director Marketing, Personal Care, Consumer Lifestyle, Philips India.
‘Play’ is conveniently priced at Rs 1,195, keeping the entry level segment in mind. Other models in the MPower range include ‘Ultimate’, a multi-grooming tool, priced at Rs 3,595, and eyeing the age 25 years + age bracket. In between ‘Play’ and ‘Ultimate’ lie ‘Detail’ at Rs 2,095 and ‘Perfect’ at Rs 2,195, respectively.
While Philips had shaving solutions for men for quite a long time, it widened the category adding body grooming products too to its portfolio last year. The BodyGroom range targets the 25+ year old working professional men. According to Philips, men’s grooming products have been a key focus area of growth for the company, registering a CAGR of 50 per cent. The brand is now reaching out to the youngsters – a move that according to many, signals an attempt by Philips to establish its identity as a youthful brand.
MPower, initially is being launched in 20 cities in the Tier 1 spectrum and will take a plunge into Tier 2 and 3 cities, some time later this year. With around 10 per cent of the men’s grooming products’ sales coming from the online space, Philips will be aggressively marketing the new products online too to continue this momentum. According to Agarwal, unlike in the past, where the bulk of growth was coming from Tier 1 cities, the last six months have seen a spike in online transactions.
Philips has also crafted its marketing strategy keeping in mind its youth-centric positioning. The brand has tied up with MTV for a series called MPower Pack, to be launched in June, which will see students teaming up against one another to win an all-paid for trip to Ibiza. For greater engagement with the target audience, there will be OOH activations in malls, ambient media and student markets. Student cluster activations like mimes and street plays to communicate the features of the products are also on the anvil.