The salon capes were replaced with custom designed ones, featuring an arm holding a Philips trimmer.The men magazines were bookmarked to point out famous whiskers.And the salon beverage was brought in transparent mugs featuring a dozen of different facial hair styles for customers to play with in front of the mirror.Trained hair stylist provided encouragement and even product demos throughout the visit.As a parting incentive, the coaster featured a 50% off discount to be redeemed at the nearest home appliances store, often within the same location (in malls).

- The campaign clearly leveraged the most efficient and unexpected environment for education and trial.- Based on the questionnaires and post-interviews, 95% of clean shaved participants enjoyed the experience and changed their mind about growing a beard.- All previous Philips Grooming Kits promotions were outperformed. It delivered a record-breaking 25% of coupon redemption, an overall sales increase of 46%* and the cost per contact was reduced from USD 64 to USD 2**.* Sales data period: 19th.Dec.2011 - 31st.Jan.2012** The cost per contact of previous campaign executed at department stores on average was USD 64.