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They moisturise, they work out and they are interested in anti-aging tips. They are the target market for the new Philips Bodygroom shaver. Advertising agency, The Sound Syndicate has teamed up with The Letter Corporation (TLC) to create a campaign that resonates with these metrosexuals.

Thanks to the Philips Bodygroom shaver, no man need suffer the cruel indignity of being waxed ever again. This electric shaver will manicure any body-zone imaginable. The Bodygroom can be used for a dry shave, but its design also allows it to be used in the shower and with shaving cream/gel, and because it's water resistant, cleaning it is as simple as running it under water.

Appealing to sportsmen, many of whom need to be hairless for enhanced sporting performance, the Bodygroom campaign has flighted in selected Planet Fitness gyms in Johannesburg and Cape Town.

As Andrew Kramer, the Group MD of Primedia Unlimited summarises, "The male Planet Fitness gym user is the exact target market for the product, as he is already investing in his appearance and will definitely appreciate the numerous benefits of this product."

The Sound Syndicate chose TLC's indoor advertising platform to assist in the launch of the Bodygroom, using the 12 Planet Fitness Gyms within the TLC indoor media network. "Washroom advertising worked perfectly in this scenario; something as personal as body shaving demanded an advertising medium that spoke to the target market on a personal level, "comments Kramer.

The adverts feature cheeky visuals of fruit designed to imitate parts of the male anatomy, with the headline 'Simplicity is shaving yourself wherever you want'. The campaign tied-in with a competition with the mans-man radio show, F & Martinengo on 5fm. "The competition alone had an awesome response - we are confident with such a targeted approach, that the Philips Bodygroom campaign will result in great sales."