During 2012-2015 I transformed the Philips account, initially purely qualitative research business in Germany, into a multi-million qual + quant + consultancy business TOP30 global Kantar account.
My focus had been the Philips Consumer Lifestyle division, where the 3 biggest projects have been award-winning shaver campaigns for:
- Click&Style
- Shaver9000
- ONEBLADE
ONEBLADE has been by far the most exciting of the 3 major Philips projects.
Men opt for wet or dry shaving or growing a beard for several reasons.
Obviously, different influences in a (young) men's life lead to either or and, of course, every option has pro & cons.
Philips' new innovation aimed to tackle the frustrations of each!
I started working on this project by moderating qualitative research groups in Germany before Philips asked me to lead the global qual + qunat research in all glpobal shaving key markets.
Over 2 years we went globally exploring the shaving behavior + frustration with each method and the entire process (or even ritual) ...before deep-diving into Philips' lasted innovation = probably a revolution in shaving.
The research methodology included the in-home + on-site prototype testing as well as at a later stage in the process emotional communication + functional messaging exploration.
But everyone knew (for beard-countries!): We had the 'Future of Shaving' in front of us!
wanna learn more?
reach out here
...here some ONEBLADE videos (I was not involved in) but definitely paved the way for: