New research commissioned by Philips reveals that modern British men have many faces, with the majority (62%) agreeing that they juggle an average of four roles each day, yet the traits they value may not be aligned with the more stereotypical traits they believe society expects.
While men say the top personality traits they aspire to be are loyal (63%), supportive (63%) and caring (62%), they also say they believe society deems it most important for them to be strong (42%), confident (32%) and loyal (27%). This disconnect may be the reason that more than half of respondents (52%) also admit to feeling pressure to live up to a certain image, and this rose even higher to 60% amongst generation Z.
This new data about the expanding chasm between personal values and societal expectations inspired Philips to launch its Many Faces campaign.
“As the world’s number one electric shaving brand, few understand how men’s faces, identities and self-expression have changed over the decades like Philips,” said Marlieke Evers, Philips Male Grooming Marketing Manager. “We find ourselves living in unparalleled times, full of contradictions and new, ever-evolving influences. With this campaign, Philips encourages open discussions about men’s lives, triumphs and insecurities. We want men to appreciate the many positive ways they impact the people around them in the many roles they hold, to prioritise what matters most to them and to be confident about their choices, because confidence is the very essence of feeling comfortable in your own skin.”
The campaign has never been more timely, as research reveals that more than half of men (52%) are comfortable talking about their feelings and 54% generally feel confident, which a fifth of men (21%) attribute to having a strong support system in place. But only a third (37%) feel comfortable in their own skin and almost half (47%) agree that they care about what others think of them.
A campaign with many faces
To bring Many Faces to life, Philips has collaborated with five ambassadors from different walks of life – from models, mentors, fathers, leaders and artists. Among them is musician, dancer and author Harry Judd, who said, “I myself swing between numerous roles, one as a father as well as a drummer, dancer, husband and friend, so I know from personal experience that men are multi-dimensional. I also have sensitive skin, both figuratively and physically, and believe it’s important to overcome stereotypes in today’s society.’’
Live painting artist Guglielmo Alfarone will create unique portraits of all of the Philips ambassadors. Alfarone thrives on revealing depth and dimension in his portraiture and is excited to realise the nuances of modern British men. Alongside a live portrait session, the artwork will be showcased at Mayfair Gallery on 5 September.
