A whole new man-scape
Sales in men’s grooming products are expected to hit $85 billion, with men trimming, clipping and shaving more than ever before. Gulf Marketing Review meets the razor-sharp Philips’ exec who’s capitalizing on the ‘man-scaping’ trend.
January 28, 2010 2:51 by Siobhan Adams
One global initiative that has worked well, however, is the F1 sponsorship, which helped push sales by 15 per cent. A new multi-year deal was negotiated last October that covers the entire Consumer Lifestyle sector: TV, Shaving & Beauty, A/V & Multimedia, Domestic Appliances, Accessories, and Health & Wellness.
We conclude with a look at the Q3 (October 2009) results, most specifically consumer lifestyle where overall sales dropped by 15 per cent.
“I can’t divulge all the details but if you look at Shaving & Beauty, which is the unit I’m responsible for, it has dipped only a little below last year on a comparable basis, so it’s doing quite well.”
The grooming business in the MEA region in particular is healthy, especially in Saudi Arabia and Iran, he adds. The young Arab man is fastidious about facial grooming; thus such tie-ups such as the Nivea for Men Shaver in October, which dispenses anti-irritation conditioner while shaving. But for 2010 maybe they should be talking to Simon Cowell, too.
PROFILE: Nico Engelsman, senior VP of Consumer Lifestyle, Shaving & Grooming Category, Royal Philips Electronics.
Born: 1957, Nijmegen, Holland
Marital status: Married with one son, 23, and one daughter, 21
Education: MBA, University of Georgia, home of the Georgia Bulldogs
Hobbies: Golf, skiing
First job: Assistant regional manager, Philips HQ in Eindhoven, Holland. A great way to start a 26-year career with such a large and complex company
Career high: Being in charge of the world market leader in electric shaving and grooming products, so exactly what I am doing at the moment
Career low: Leaving New Zealand after three and a half years when my tenure was up. What a country, what a great place for friendship
Fantasy job: Any job that gives me the opportunity to meet people from new cultures, who are looking to get the best out of their business