ABOUT

CHALLENGE:
Why do men shave? To stay fresh? To look sharp? Or to kiss more?

Panasonic LAMDASH discovered that over 79% women in China didn’t enjoy kissing bearded men. But most men didn’t know this. So to highlight Panasonic LAMDASH 5-blade shaver, we gave men a great reason to get a close shave.

IDEA:
THE CLOSE SHAVE KISSES
We created and inspired men with many new ways to kiss after shaving with LAMDASH. A video series featuring two celebrities demonstrating The Close Shave Kisses was released and became an instant hot social topic. Even women shared the videos with men and encouraged them use LAMDASH so they could try out The Close Shave Kisses.

RESULT:
The Close Shave Kisses videos was also showcased on popular social networks, live streaming platforms and on-ground PR events, igniting 38 million social conversations and increasing sales by 122% (compared with previous year). The Close Shave Kisses also inspired a new gift category – LAMDASH shaving gifts from women to men.