“The Pop-Up Beard” is not just a pop-up store but a unique experience where Taiwanese men could “grow facial hair instantly”. This temporary installation was the first pop-up barbershop in Taiwan, and it created a risk-free, non-judgmental environment, in a familiar space for Taiwanese males to discuss about their looks and styles.

Participants were carefully attended by professional barbers, instead of regular promoters, who would study their facial structure and would recommend the most suitable type of facial hair that could complement their looks and features.

The barber used different types of high-quality realistic ‘face wigs’ onto participants’ face that best matched their styles. This allowed participants to witness and experience first-hand how good looking they were if they were to keep and grow their facial hair.

“The Pop-Up Beard”, was a fully integrated online-to-offline-to-online experiential program designed to change perception about facial hair, reposition our brand, drive trials and create a new space for the brand to push sales.

Videos of stylish KOL were released online to drive reservation.

The pop-up barbershop only ran for 4 days, driving urgency. Participants were attended by professional barbers and able to experience the full service and feel of a real barbershop.

Participants were assisted by professionals and styled using ‘face wigs’. To achieved personalized styles that matched their face’s shapes, our barbers picked up the most suitable type of ‘face wig’ and trimmed them using Philips Electric Shaver, seamlessly incorporating product demo.

Their new looks were captured by a professional photographer and posted on social media. Positive comments on their pictures further reinforce how cool their new look was.

Content and status were uploaded LIVE on social media.

The campaign delivered the highest conversion rate for any in-store campaign that Philips has done for its shaver products. All makeover slots were fully booked. We had engaged and styled over 500 aspiring Taiwanese men in just 1 weekend.

On digital performance, we garnered over 900,000 impressions on social media. By the end of the campaign, we gained a whopping 16,000 new fans on Philips Facebook.

We changed how Taiwanese men look at facial hair; it’s the best accessory a man could have, if trimmed and styled properly by using the right shaver. The campaign has helped Philips reposition itself from a functional undistinctive brand into a trendy ‘lifestyle’ brand.