The company was founded in 1918, and has grown to become one of the largest Japanese electronics producers alongside Sony, Hitachi, Toshiba, Sharp Corporation, and Canon. In addition to electronics, it offers non-electronic products and services such as home renovation services. Panasonic is the world’s fourth-largest television manufacturer by 2012 market share.
Consumer insights showed that men care more about their own appearance, when thinking about shaving, and less about technology or cost.
Reminiscent of the popular magnetic beard kids’ toy, Panasonic’s Groom U iPhone App invited men to “paint” a beard or moustache on their face. App users can also color their facial hair, shave it into one of many styles, and share the resulting image with their friends.Targeted display and mobile media, combined with influencer marketing, helped generate tens of thousands of app downloads in the first month, driving strong brand awareness and engagement.The Panasonic GruumU iPhone app features: