Philips in Taiwan has launched low-tech augmented reality mugs (brought with the salon beverage) allowing men to experience facial hair without inhibitions in a fun and personal way. Over 73% of Taiwanese men think that grooming is just about cleanness, preferring a clean-shaven look over any type of beard and stubble. The hair salon is where men are most receptive to suggestions about their looks and open to try something new. Philips targeted men at popular hair salons, catching them by surprise. By embedding the experience into the established hair cutting ritual we created a unique opportunity for the brand.
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The Male Grooming Mugs were developed at OgilvyAction, Taipei, Taiwan, by regional executive creative director (Asia Pacific) Daniel Comar, creative directors Chyi Lin, assistant art director James Lei, group account director Julia Ou, associate account director Vincent Chang, account executive Joanne Mei, producers Jack Wu and Peggy Chou, designers Alex Noble, Kenny Foo, Fong Wei Kit.