By Claire Reilly
In the lead up to Father’s Day, Philips is supporting its shaving and oral care products through a number of promotions, with the brand encouraging retailers to increase their product knowledge in the personal care space to help drive sales.
From 1 August to 30 September 2013, Philips is offering $20 cashback on Sonicare DiamondClean (HX9332) and Sonicare AirFloss (HX8111) models purchased at Shaver Shop stores nationally, as well as $100 cashback on select shavers from its range. The eligible shaver models are RQ1275/17, RQ1285/17, RQ1260/22, RQ1285/22, RQ1290/23 and RQ1295/23.
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Although grooming products continue to be popular, Philips argues that there is still a place for electric shavers in retail stores.
“While the grooming category has experienced significant growth over the past few years, it is worth remembering that not every man wants to grow facial hair, and not every woman is happy with the bearded look, and so there is always a market for quality shavers,” said Thomas Paltridge, senior manager, marketing and strategic business development for Personal Care, Philips Australia & New Zealand.
“The growth of the grooming category and the expansion of electric shavers into the wet shaving market has led to the development of innovative products by companies such as Philips.
“This category expansion and diversification presents a great opportunity for retailers to present themselves as category experts, offer consumers the right information to help them make informed purchasing decisions based on their grooming needs, increasing conversion and total basket spend.”
Paltridge added that the oral health category was seeing “growing interest” from consumers and that retailers also had the opportunity to position themselves as experts in this field. Most importantly, by learning the features and benefits of electric toothbrushes including the “overarching benefits of sonic technology over manual brushing” retailers could find good help drive sales in the personal care space in the lead up to Father’s Day.