Panasonic UK has today announced its collaboration with award-winning international hair stylist Daniel Johnson. The partnership, which will complement the brand’s extensive range of shavers and trimmers, marks the company’s commitment to the Male Grooming market.
For more than 60 years, Panasonic has been creating advanced electric shaver systems equipped with innovative technology. With the rise in Male Grooming, the brand is utilising this experience to meet an ever-increasing – and varied – consumer demand.
"Men are becoming incredibly knowledgeable about beauty and care about their appearance a great deal,” says Panasonic UK product manager Ian Griffiths. “In fact, research shows more than half of men consider their looks to be either very important or important, while 1/3 spends at least 30 minutes a day on their personal appearance.”
With a worldwide market predicted to reach close to £15bn this year, Panasonic aims to lead the bill with quality products and an extensive communications plan, designed to target a variety of consumer touch-points.
“Male grooming is now a multi-billion pound industry. By teaming up with Daniel as our UK Ambassador, we’re able to reach the lads looking to emanate their favourite footballers’ style with an entry-point shaver, as well as the more mature guys looking for exceptional results from a more elite, high performance grooming system.”
With a 360 degree marketing programme encompassing PR, social, content marketing, experiential and events, the ‘Sharpen your Performance’ campaign kicks off with the Euros Tournament, designed to capitalise on the demand for style tips from some of football’s leading players, whose hair Daniel cuts.
Johnson said; “I am honoured to become Panasonic UK’s Ambassador for Grooming. Their brand has a rich history of producing products of the highest possible standards and their male grooming range is no different - they are the best machines I have used.
“I am looking forward to working in partnership with them moving forwards and using their amazing range of products to keep my clients looking impeccable when stepping out onto the pitch.”
But the brand does not stop there. Recognising the gifting market, the communications plan will also utilise key seasons such as Father’s Day, Christmas and Valentine’s Day. "Although 75% of males now buy their own grooming products, women still play a very important role in the market, particularly when it comes to influencing a purchase decision,” adds Griffiths.