www.shaveeverywhere.com

November 6, 2006 Brandweek pg 13 - Philips Asks Bloggers: What is Masculinity?

Shave Everywhere is one of the messages Philips currently is pushing in support of its Norelco razors. At www.Shaveeverywhere.com, a guy in a bathrobe suggests that men who groom their private areas become a whole other being in the bedroom. “As soon as your partner sees your new [bleep], pretty much anything can happen. She may want to eat frozen yogurt off your [bleep].” While this kind of frat humor isn’t for everyone (read: many women), it certainly illustrates the company’s understanding of what type of messaging may engage its male audience.


More and more companies are using information from blogs to further their marketing research efforts in order to better understand their consumers. Shave Everywhere did an excellent job of utilizing the information they gathered from blogs written by males on what masculinity is today. If you haven’t seen the website, I suggest you take a 5 minute break from your studying to watch the music video and laugh your pants off. This website is not only effective in relating to its target audience, but it is effective in generating a buzz. I actually heard about www.shaveeverywhere.com from my friend’s profile on AOL Instant Messenger. This website that was built based off consumer insights is actually managing to have people that are not in its target market (like myself) build a buzz about it since it is a taboo topic. I am really curious to see how this campaign affects the brand as well as the product’s sales. Even though the website is relates to its consumers and builds a buzz, do you think they will remember the brand name or just the campaign?

- Sabrina Wells