From left: Ahmed M. Ragai, national sales manager, Saudi Arabia; Yaser Abdulwahed, sales and marketing director of Ahmed Abdulwahed Co.; Mohamad Chatila, senior marketing manager – Personal Care, Middle East and Africa; and Dick Bunschoten, GM Saudi Arabia, Philips Electronics MEA, at the launch.JEDDAH: Royal Philips Electronics, in partnership with the newly appointed Philips Personal Care distributor Ahmed Abdulwahed Company, launched a brand new male grooming platform campaign, including a digital site www.philips.com/grooming offering men inspiration, expert advice and the right tools for every styling requirement. Philips aims to bring creativity to the male grooming category while underpinning the platform with expert guidance and advice for every grooming requirement. Philips has responded to men's needs by simplifying how to achieve new facial hairstyles and body grooming looks. The Philips Grooming platform campaign supports the full range of Philips grooming products that are designed to encourage experimentation with different styles. At a press conference held recently in Jeddah, Dick Bunschoten, GM Saudi Arabia, Philips Electronics MEA, said "Philips has responded to Saudi men's needs by simplifying how to achieve new facial hairstyles and body grooming looks. The Philips Grooming platform campaign supports the full range of Philips grooming products that are designed to encourage experimentation with different styles." He said the new shaving products from Philips completely get rid of the traditional methods involving scissors and blades that can result in poor execution and an uncomfortable experience, "especially if the individual is experimenting with something more adventurous." Philips' aim is to ensure that men have somewhere to turn to when looking for inspiration or advice, he added. Moreover, Bunschoten said "in an environment where male grooming is booming and men's style comes under more and more scrutiny, it can be very confusing for men to know what the right tool to use for the look they want to achieve. Philips' website provides the consumer with the mechanics in proper grooming that guides men will be given a visual array of different styles for face and body hair, from 'start to finish'. "Upon selecting a particular style, the user will be able to view a humorous briefing video by a particular 'character' that epitomizes that style on how to create that look. It also provides guidance on which Philips tool will be required in order to create it. There is also a 'spin the wheel and change your style' function where men can upload their face and see what they look like with different styles before they try them out. They can share their 'new' facial styles with their friends via Facebook, for example," he further said. Mohamad Chatila, senior marketing manager - Personal Care, Middle East and Africa, Philips, said Philips is "unrivalled since 1939 when the company was founded" as the number one brand in shaving products due to its unparalleled commitment to provide the best to consumers. "Consumers are at the heart of everything we do" as demonstrated by Philips Center of Competency in which the company's research and development team continuously looks for innovation to serve the best interest of consumers, he said. The company is always at the forefront of innovation, investing a huge amount in research to come up with quality products that are not only competitive in terms of price but are also hygienically superior, he added.
