Philips Male Grooming wants you to 'Express Yourself Every Day.' This new, male-focused campaign by the brand wants men, ages 25 and over, to express themselves in whatever they do, from their jobs to the way they groom themselves.

According to Popsop, with this breakthrough, emotionally charged campaign, Philips Male Grooming aims to "break the conventions of the traditionally conservative and predictable male grooming category." This is because Philips recently discovered through an elaborate consumer research initiative that today's man wants to try out different looks, and the brand wants to be the first to support this new direction in male grooming.

The Philips Male Grooming 'Express Yourself Every Day' campaign comprises a 30-second TV commercial as well as an online program that combines grooming advice, styling tips and films and articles based on the topic of 'The Everyday Expressives.' To drive its point that it understands the everyday male, Philips has even recruited normal, real men to be part of their communications, packaging and other marketing materials.