I have recently come across this product:
It's a Philips Norelco hair clipper for kids. Since it might be difficult for kids to use it by themselves, they need their parents to do it for them. By parents, Philips mean mothers.
Last month, Philips Norelco matched up donations to a Movember group of blogging dads, including How to be a Dad. Philips is not the first company that donates to charity in exchange for a product review, and they must be commanded for this cynical but ultimately worthy type of marketing.
By connecting to blogging dads, Philips made a pro-fatherhood statement. Unfortunately, at the same time, the company says the exact opposite with their website marketing. The message that comes out is that sure, men are good for shaving and grooming, but only mothers do parenting.
In addition to the "Made for Moms" in the product description, Philips includes numerous videos teachingparents mothers to use the clippers. All videos show different style of mothers (referred to as "Supermoms") cutting kids' hair in different styles. You want to see men? Go back to the shaving/grooming section of the site. Parenting is no place for men.
Now, I thought it would be fair to see what Philips had to say before I wrote about it here. Unfortunately, the site has no Customer Service email address, so my only option was a live chat. Here's what happened:
The following line is Philips' response. Although I was assured someone else would call, email, or write me with a better response, no one has for a month, even after I was asked to write Philips a letter, which I did. This means the following explanation is the only official response by Philips to the question of why a parenting product is marketed as a mother-only product:
Unfortunately, as I said, it's been a month and no one has bothered. According to Philips, then, dads are good for marketing purposes, especially when the dads involve themselves with a shaving-related charity like Movember. However, dads are not good for anything to do with being actual dads. Parenting is left for professionals like Supermom. In the meantime, dads, keep shaving those armpits.
1/10/12 Update: There's a follow up: Philips Norelco 2: Now With More Offensive Marketing!!!
1/24/12 Second Update: Philips changes its website: Thanks*, Philips!
It's a Philips Norelco hair clipper for kids. Since it might be difficult for kids to use it by themselves, they need their parents to do it for them. By parents, Philips mean mothers.
Last month, Philips Norelco matched up donations to a Movember group of blogging dads, including How to be a Dad. Philips is not the first company that donates to charity in exchange for a product review, and they must be commanded for this cynical but ultimately worthy type of marketing.
By connecting to blogging dads, Philips made a pro-fatherhood statement. Unfortunately, at the same time, the company says the exact opposite with their website marketing. The message that comes out is that sure, men are good for shaving and grooming, but only mothers do parenting.
In addition to the "Made for Moms" in the product description, Philips includes numerous videos teaching
Now, I thought it would be fair to see what Philips had to say before I wrote about it here. Unfortunately, the site has no Customer Service email address, so my only option was a live chat. Here's what happened:
The following line is Philips' response. Although I was assured someone else would call, email, or write me with a better response, no one has for a month, even after I was asked to write Philips a letter, which I did. This means the following explanation is the only official response by Philips to the question of why a parenting product is marketed as a mother-only product:
"I believe that since moms are very close to the kids and they care of the child in the early childhood they might have thought that."You can see in the following screen shots that I tried... I was even promised a phone call from Philips.
Unfortunately, as I said, it's been a month and no one has bothered. According to Philips, then, dads are good for marketing purposes, especially when the dads involve themselves with a shaving-related charity like Movember. However, dads are not good for anything to do with being actual dads. Parenting is left for professionals like Supermom. In the meantime, dads, keep shaving those armpits.
1/10/12 Update: There's a follow up: Philips Norelco 2: Now With More Offensive Marketing!!!
1/24/12 Second Update: Philips changes its website: Thanks*, Philips!
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Hmmm...interesting. I think I'll jump in on this too and see whose cages we can rattle together!
ReplyDeleteI was applauding them for Movember, but this is seriously bush league marketing. Not sure how, in this day and age, they can roll out such a ignorant campaign. Or maybe they are full aware and just don't care?
ReplyDeleteLaaaame. I don't know if this is typical, but it was always my dad who gave me terrible haircuts as a kid, not my mom. They even got the sexism part wrong.
ReplyDeleteSeriously?! Bad marketing. You'd think they wouldn't want to alienate a growing customer base (30% of at home parents are dads), especially one with guys who may already use one of their products.
ReplyDeleteAlso very strange that there's no way to email customer service. Did you try calling for contact info?
Zach, thanks. Good luck to all of us.
ReplyDeleteJames, their non-reaction to my letter (and to the fact their rep told me they would call me) shows how much they care, I'm afraid.
ReplyDeleteBeta Dad, right? We're just as good as moms at ruining our kids' social lives!
ReplyDeleteChicago Dad, every item has different ways to communicate with them. You can email customer service about some items, call them about others, and live-chat about the rest. It's very strange. The only option with the kids' clipper was live-chat.
ReplyDeleteI finally found their Facebook page and left a comment there. The page is not mentioned on their site. If they have a Twitter account, it's also not mentioned. Philips is definitely stuck in the previous century.
Oh wowza. You should call this person Court Elliott at 212-536-0817 or court.elliott@philips.com (listed on PR site).
ReplyDeletePoor marketing + poor customer service decisions = bad biz. That customer service guy fell right into your trap. Instead of deferring to the marketing department, or providing you with info about their ad agency, he decided to give his best guess? weak. I agree, especially since more dads are out of work now than ever in our lifetimes, that parental-based marketing should be less gender specific.
ReplyDeleteThanks for bringing this to our attention. I agree with its being a bit offensive .
ReplyDeleteAnonymous, thanks. (Although I already thanked you on Twitter... I just didn't want people to think I ignored you...)
ReplyDeleteSooperjeenyus, I know... Although in my defense I really didn't want this poor guy's answer to be the official word of Philips. I tried to get someone else to call/email/mail me (I left him all my details), hoping for, at least, a "Sorry you were offended. Have a good day" reply. I even sent a letter. Stamp and everything.
ReplyDeleteWell, it's not too late. I've found some Philips corporate emails and sent the link around. Maybe that will get the ball rolling.
Muskrat, thanks. Don't worry, it's getting worse. I plan to write another post, which will include the product description on Amazon. The phrase "women's hands" makes an appearance.
ReplyDeleteBetaDad is right- we should be given control of the clippers and the bowl- fair is fair.
ReplyDeleteI suspect you’re the first and only “male” to complain about this particular product. If only they’d stuck to the catch all phrase of “parents”, all would be well. Good luck to you!
ReplyDeleteJack, if we don't get the chance to destroy our kids hair, at least we should be allowed to pick their clothes! We will ruin their lives one way or another. So say we all!
ReplyDeleteDiplo Daddy, it's weird... What if a mom sees this product and it says, "Made for Parents!" -- Would she avoid buying it because it might be too rough on her delicate fingers? This previous-century marketing is so idiotic.
ReplyDeleteYou know, I've been thinking and thinking about this one. In a certain sense I think...I dunno. It *must* be different being a mom in the very early weeks at least, if not the earliest month. Here you've been growing and growing this person and during those first few days and weeks it's a big job just getting over the fact that this little thing is actually separate and not a part of your body anymore. I think my kids were already preschoolers by the time I had that all the way figured out...maybe even older.
ReplyDeleteThat said, I don't think the companies actually CARE about that aspect, beyond whether or not they can make money off of it.
And with the hair clipper thingies, here's how I think it really went in some meeting somewhere -
Person 1 - "You know, these clippers are really good quality. Men keep them around for YEARS! How are we supposed to sell more of them if most men already have one that has been working flawlessly since they were 17 years old?!?!?!"
Person 2 - "I know! If we make it 'pretty' and make it for delicate mom hands, every family will honestly believe they need TWO of them instead of one!!!!"
I mean, sure they ended up being sexist, but their intentions were probably as simple as, "Double the amount of hair clippers people think they need!"
And don't forget that women are clumsy, so obviously they'll have to buy a new one every year!
ReplyDeleteBut other than that, really, I don't see how it's a feminine product. It's probably gentle, because you don't want anything too rough for your kids (who may scream in pain just at the sight of clippers), but most men don't work the coal-mines. If a man can be gentle enough to use the Norelco "male body-grooming" products, he can be gentle on his kid's hair.
My father gave me hair cuts. The best day of my young life was when I could finally afford to go to a barber on my own.
ReplyDeletejmhighroad, I used to go to a barber as a kid, but I didn't like it. I didn't like the creepy barber or the smell of the place. I've been cutting my own hair with a clipper since I was 18.
ReplyDeleteI may not be on your side of the world but since technology makes the world so small I feel that I may have indirectly affected by this issue.
ReplyDeleteI'm a Dad also and I take issues keenly after reading one of Rebel Dad's post about a certain diaper company that degrades the portrait of a Dad.
I thought poor marketing and customer service only happens on our side of the world. Maybe companies should start having gender sensitivity program since this era is an era of men do what women do and women do what men do.
I'm so glad to see dads speaking out about advertising like this. Parenting isn't a one-woman show.
ReplyDeleteDaddy Yashiro, on the one hand, I understand why marketing companies would take their time before making a bold step. On the other hand, what's so bold about a father shaving his kid's hair, you know? I can't imagine they would lose one potential mom customer by recognizing fatherhood...
ReplyDeleteKatie, thanks!
ReplyDelete