Australia first to launch Philips’ global campaign calling on men to champion self-expression with its Male Grooming products

October 10, 2011

Sydney, Australia – Philips Male Grooming has launched an integrated campaign to inspire and engage men to “Express Yourself Every Day’.  The global campaign, launching first in Australia, is designed to communicate directly to male consumers that demonstrating their self-expression can be something they do every day.


At the heart of the campaign are real men, who are making the everyday, sometimes mundane aspects of their routine into opportunities for self-expression.  Breaking with the conventions of the past, Philips aims to breathe life into the once conservative male grooming category, which has sold men on the clean shaven look for the past 30 years.


The campaign kicked off on Sunday 9 October, with an inspiring TVC that challenges traditional notions of the everyday.  It will run across subscription and free-to-air networks for 10 weeks. The TV campaign is supported by a digital-engagement program and integrated media partnerships which will feature more examples of everyday self-expression, inside and outside of the grooming category.


Peter Bosscher, Senior Manager, Business Development, Personal Care & Domestic Appliances, Philips Australia & New Zealand said, “Through the multi-faceted ‘Express Yourself Every Day campaign we are sending out a rallying cry for men to open their eyes to the opportunities for self-expression in their daily lives.  We hope that our Philips Male Grooming range of products for hair, face and body will be tools that they can utilise to self-express with their personal appearance.”


Why self-expression?


From extensive global consumer research, Philips has found that today’s men have never been freer to express themselves, and yet they feel they are not making the most of it in their everyday lives. Philips wants to be the first brand to understand and support what is truly important in male grooming: opening men’s eyes to greater opportunities for expression in their everyday lives, especially their grooming routine. And Philips is in a unique position to do so with the broadest range of grooming tools, including the SensoTouch 3D shaver, StubbleTrimmer Pro and BodyGroom Pro that provide limitless looks for hair, face and body.


“We’re really pleased that our local advertising partners have jumped on board with this campaign and together we have developed some unique and exciting ways to engage with Australian men,” said Peter Bosscher.

To ensure men can achieve the look(s) they want and be more expressive in their grooming routine, the platform will also feature grooming advice and styling tips from best-selling author and grooming guru, Dr Allan Peterkin, as well as the latest news in grooming expression from around the world and the Philips male grooming portfolio.


Philips also took to the streets to find real, authentic and everyday guys to feature on product packaging, print advertising and in-store communications.


The ‘Express Yourself Every Day’ campaign launches in Australia in October.
Consumers can visit for more information.

For further information, please contact:


Philips Corporate Communications
Sarah Campbell
Tel: + 61 421 612 994      


About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity.” Headquartered in the Netherlands, Philips employs over 120,000 employees with sales and services in more than 100 countries worldwide. With sales of EUR 22.3 billion in 2010, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at