Well aware that young men typically start shaving with manual blades before moving on to using electric shavers, this world-leading electrical goods business wanted to develop a deeper understanding of the male grooming market.
As the product range, quality and communications of manual shaving competitor brands became more sophisticated, the company was concerned that it may lose valuable market share, not only to other manufacturers of electric shavers but also to manufacturers of manual shaving products.
It needed to find ways to cut through and disrupt the shopping behaviours of young men.
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