This year, Father’s Day falls on the Sunday 7 September 2014, and whether it’s planned well in advance or at the very last minute, many Australians will find themselves heading for their local electrical retailer in search of the perfect gift at the right price point for Dad.
Whether it’s something for groomers, gadget lovers, adventurers or foodies, there is a plethora of alternatives on offer to the standard socks, ties and scratchies that are given as gifts. Not to mention plenty of sales opportunities for retailers across a range of category areas.
Bespoke Beards
Men’s personal care products experience a boom in sales around Father’s Day and with many brands launching new products and packaging them with bonus accessories they make an ideal gift for dad.
This year, it’s not only the clean shaven but the beard-trimming blokes in want of electric shavers as the stubble trend continues. ‘Beard maintenance’ is in fashion and providing retailers with sales opportunities in the personal care category.
“With the resurgence of the beard and designer stubble over recent years, grooming and styling products have rapidly become a must-have for an increasing percentage of men,” said Tom Paltridge, senior marketing manager, Philips Consumer Lifestyle Australia.
“This continues to offer retailers a great chance to explore opportunities in the personal care market, expand their portfolio of products and increase sales opportunities, particularly around key seasonal occasions such as Father’s Day.”
To help create “perfect stubble or clean lines around the edge of your beard”, Philips offers the MultiGroomer (QG3360, RRP $69.95). It is a water resistant, turbo-powered grooming kit for face and head. The eight-piece set includes full metal trimmer and adjustable combs with up to 18 length settings for styling facial hair.
Another trend identified by Paltridge is the continuing popularity of wet electric shavers. “Consumers see wet electric shavers as an optimal way of getting the great skin protection benefits of electric shaving, while at the same time enjoying the comfort of shaving with foam or gel,” he said.
Knowing that not all men, or women for that matter, are fans of facial hair, the Philips AquaTouch (AT890 RRP $199) features a Super Lift & Cut Action that lifts hairs to cut comfortably closer to the skin. It is fully waterproof, meaning it can be used with foam or gel in the shower, and a quick 3-minute charge will give it enough power for one shave, while a full charge delivers more than 50 minutes of cordless shaving.
In the lead-up to Father’s Day, Philips is launching the Philips QC5132 Family Clipper (RRP $49.95). It has 11 lock-in length settings, has a compact form factor and offers 60 minutes of cordless use after an 8-hour charge.
Paltridge suggests that retailers should give shaving and grooming more exposure in-store in the lead up to Father’s Day. “Dads are commonly more problematic to buy for than mums so personal care products can prove to be an easy-win for family members.”
Remington has also been thinking of all members of the family, not just dad, with its new shaver that will be distributed by Spectrum Brands. Remington’s new VacGroom 2-in-1 Beard Trimmer (MB6550AU, RRP $99.95) could be just as much a gift for a spouse if their partner is responsible for leaving beard trimmings on the bathroom vanity, says Martin Szymiczek, Spectrum Brands product manager.
The VacGroom 2-in-1, “marks the end of the post-trim clean-up, thanks to two vacuum attached heads that suck up the stubble as the beard is groomed or shaped to leave the sink clean,” according to Szymiczek.
Another key feature of Remington’s shavers is the use of lithium powered batteries. Lithium batteries extend the life of an appliance up to three times longer life than NiMH rechargeable batteries used in other products, Szymiczek said.
“Independent consumer research has shown that battery type and performance ranks as the number one feature sought after in rechargeable products,” Szymiczek said.
As such, two new Remington products launching for Father’s Day, the Cutting Edge Beard Trimmer (MB6025AU, RRP $39.95) and Cutting Edge 4-in-1 Multi-Groomer (PG525AU, RRP $49.95), will prominently promote their internal lithium rechargeable battery on the packaging.
Remington offers a 60-day money back guarantee on all men’s shavers, which come with a 2-year manufacturer’s warranty.
Also in Remington’s range is the Groom & Go Precision Kit (TLG111AU, RRP $19.95), which includes a multipurpose trimmer plus an array of grooming tools — 12 pieces in total — all displayed in a very convenient carry case.
Ease of use and efficiency are still the key concerns for men choosing a grooming product, says Sophie Barton, Panasonic group manager, home appliances and air conditioning.
“Nowadays, while men are certainly more conscious of personal care, they still want a quick and easy solution that is going to deliver results.”
Panasonic offers a range of feature-packed wet and dry shavers for time-poor dads, including the Panasonic 5-blade wet/dry shaver (ES-LV95-S841, RRP $549), which has an intelligent sensor for a close, clean shave. The sensor determines the differences in beard density at different locations and subsequently provides more power where the beard is heavy.
Barton recommends retailers offer a range of personal care products at varying prices. Within the Panasonic range is the 3-blade wet/dry shaver (ES-LT71-S541 RRP $299), which like its big brother is self-cleaning and has inner blades positioned at a 30-degree angle for a close shave.
Also available is the Panasonic 3-blade wet/dry shaver (ES-SL41-R541, RRP $149), a “high quality shaver at a competitive price point”, that’s available in red or blue.
Braun, distributed by Mann & Noble, has two new products launching for Father’s Day. Both are made in Germany and are designed to provide a close shave without irritating the skin. The Series 5 5020S (RRP $249) and the 5050cc (RRP $349) feature FlexMotionTec to maximises skin contact for powerful high speed cutting.
Another new feature is the PowerDrive, which supplies 20 per cent more motor power than before, for high speed cutting even on dense hair. The 5050cc comes with the Braun Clean and Renew system and CCR2 cleaning fluid, which is specially designed to clean the shaver head.
VS Sassoon, the male grooming brand distributed by Conair, is promoting an all-in-one grooming gift for dads with the release of the Deluxe Clipper Gift set (VS7448GA, RRP $39.95). It includes a mains clipper with six comb guides, from grades 1 to 8, for a variety of cutting lengths and an adjustable taper lever for precision cutting. Also included in the toiletry bag is a cordless precision trimmer for tidying neckline, sideburns and facial hair.
“This clipper offer is the perfect gift for Dad with great value and shelf appeal with a premium window style gift packaging,” said Claire Durand, associate category manager for Conair. “These packs feature a premium window style gift packaging for great impact in store and can be merchandised easily to create a grooming gift story,” Durand said.
Cuppa for Papa
With a cashback offer and limited edition colours, Nespresso has a lot to offer this Father’s Day. Nespresso’s colourful compact model, Inissia (RRP $249), will be available in Lime Yellow, from machine partner Breville, and Blueberry Blue, from De’Longhi.
Exclusive to De’Longhi, the Lattissima+ will also be available in two limited edition colours: Pearl White and Chocolate Mocha (RRP $579). Providing a one touch milk solution for cappuccinos, lattes and flat whites, it also heats up in just 40 seconds.
Nespresso will offer a $60 cashback on all Inissia, U, Pixie, CitiZ and Essenza ranges and $80 cashback on Lattissima and Maestria ranges from 1 August 2014 to 14 September 2014. This will be supported by increased in-store demonstrations in selected stores and a national shopping centre activation program, with pop-up kiosks designed to help support local retailers and drive sales in to store by introducing consumers to the Nespresso system.
Big Ideas in Smalls
For dads that like to cook there are plenty of options available to expand his repertoire in the kitchen.
Elodie Orliac, senior brand manager at Groupe SEB, says the Tefal OptiGrill (RRP $229) is a great gift for dads who love their meat, and it will relieve him of some of the pressures of knowing if the steak is cooked or not.
The Optigrill cooking level indicator changes colour and beeps to let you know when your meat is rare, medium or well-done. “The OptiGrill also measures the thickness of the meat, adapting the temperature and cooking time accordingly,” Orliac said. It also comes with specific cooking programs for burgers, poultry, sandwiches, sausages, pork, red meat, fish and seafood.
Distributed by Spectrum Brands, George Foreman has a range of products suitable for Father’s Day, including the classic Champ All-in-One grill ($199) and the Indoor/Outdoor Barbeque (RRP $129). The portable grill can be used outside or on the benchtop, meaning rain will only interrupt a backyard cricket game, not the entire BBQ.
The health trend has helped the small appliance category continue to grow this year, and there is no reason why dads can’t be encouraged to get involved in preparing healthy meals with a Father’s Day gift.
The George Foreman Lean Mean Roasting Machine (RRP $99.95) lets “Dad satisfy his passion for food and desire for a healthy lifestyle”. The sloped design allows fat to drain away into the removable drip tray and the 360-degree cooking design heats and seals from all sides. With a 5-litre capacity, it is large enough to cook a 2.5-kilogram chicken and can roast, bake and create casseroles.
Sunbeam is also banking on men taking up appliances in the kitchen this Father’s Day, by launching its Café Series range of small appliances in matte black. The range includes a 2,400-watt Blender (PB9800K, RRP $299), a Food Processor (LC9000K, RRP $449), a Planetary Mixmaster (MX9200K, RRP $549) and an Espresso Machine (EM7000K, $949).
“Sunbeam is predicting that this Father’s Day, consumer trends in cooking and food preparation will see a growing popularity in versatile, high performance appliances that maintain a stylish yet masculine aesthetic,” said Lisa Buscomb, product manager for Sunbeam.
A cheaper gift idea to get dads thinking about their health and lifestyle is the Kambrook Blitz2Go personal blender. “The Blitz2Go personal blender is ideal for active Dads. Easy to use and priced under RRP $50, it is an affordable and well-featured gift idea for Father’s Day,” Adam Tacey, Kambrook business manager.
Fit For Father’s Day
Food is only half the story when it comes to the health trend. Wearable technology that complements exercise regimes is also an investment in a healthier lifestyle.
Winnie Kwan, Asia Pacific senior marketing manager for TomTom, said consumers are looking for a Sports Watch that is intuitive and easy to use, tracks their performance and helps them achieve their fitness goals.
“This new category is creating opportunities for retailers by allowing them to diversify their business and attract a new segment of customers to their stores; offering them the opportunity to build a new and bigger customer base.
“As Australians become more health conscious, we believe the GPS watch market will only continue to grow,” she said.
The newly launched TomTom Runner cardio (RRP $349) has a built-in heart rate monitor, eliminating the need for a separate chest strap. Another new feature is the option of training in five intensity zones — sprint, speed, endure, fat burn and easy — runners can keep their heart rate in the optimal zone with alerts telling them to slow down or speed up.
Paris Basson, Magellan brand manager, is confident that wearable technology will be “flying off the shelves this Father’s Day”.
“A recent Deloitte 2014 tech trends report anticipated 70 per cent of Australians aged 17-to-70 will own a piece of wearable technology from August this year,” she said. “This category will only continue to grow and there will be a lot of interesting and exciting things that come out of that space this year.”
When it comes to fitness, wearable technology is about making working out more convenient, Basson said. The Magellan Echo Smart Sports watch (RRP $149) aims to make accessing fitness information more convenient during a workout using Bluetooth stream of information covering distance, time, calories and heart rate from a nearby smartphone, strapped in an armband, to the watch.
Sports Watches aren’t just for keeping track of runs, the Magellan Switch Up (RRP $199) is water resistant and can be used to track performance while swimming.
Weekend Warrior
As well as fitness devices, Magellan also has adventure products for dads who enjoy the outdoors. The Magellan eXplorist range includes six different devices (RRP $179-to-$579) for hiking, mountain biking or fishing that are, “Packed with loads of features to get him where he needs to go and keep him safe,” according to Noeleen Lechner, marketing communications manager, Magellan Australia.
The top of the range eXplorist 610 and eXplorist 710 models include a collection of topographical maps, 4WD tracks, and classifications for recreational areas such as parks and forests, as well as other useful, outdoor specific POIs such as camping grounds.
“The outdoor market is a category that ticks along in the background and holds good margins for our retailers. There are many 4WD enthusiasts, holidaymakers, hunters and grey nomads who are actively travelling and seeking devices to help them,” Lechner said.
“We would really like to see retailers making space in their stores and featuring products on display – get them out of glass cabinets! Consumers need to know that these devices aren’t only the realm of speciality stores anymore,” Lechner said.
Gadget Guys
Panasonic has a number of compact and ruggedised products for recording outdoor action. Doug Campbell, product marketing manager for Lumix said Father’s Day is the ideal time for giving gifts of the newest gadgets.
“Most recently, we’ve seen a rise in portable, durable, and reliable tech gear to suit the lifestyles of modern Australian men. Whether out fishing with mates or relaxing at home with the family, men are after everyday gear they can use anywhere, at any time,” Campbell said.
The Lumix FT5 Tough Digital Camera (RRP $399) is Panasonic’s top-of-the-range tough camera. It’s waterproof to 13 metres, shockproof to 2 metres, freeze-proof to -10° Celsius and able to withstand up to 100-kilogram of pressure. Ideal for snorkelling, climbing, trekking or surfing, it can take photos and record in Full HD underwater. It also has in-built NFC and Wi-Fi so a smartphone or tablet can be turned into a remote control and for instant transferal of images.
Panasonic also has the Active Style HX-WA30 camcorder (RRP $399) a waterproof, dustproof and shockproof camcorder. It weighs 269g and has a unique grip to easily shoot single-handedly.
Chris Lau, managing director at Laser Corporation said that with shorter shelf life and rapidly changing technology retailers should maximise their sales through products and brands that can meet these trends.
“Consumption is high with a lot of “give it a go” type purchases because cost of entry is low,” he said. For example, there is strong growth in the Crashcam category “with plenty of feature innovation to attract new and second generation buyers”.
Wendy Hammond, country director, Navman Australia and New Zealand said people are returning to dedicated GPS devices and away from navigating via their smartphones.
“Many have discovered using their phones to navigate is a less than satisfactory experience. Others also realise how costly it is to update maps when their car’s in-built maps have gone out of date.”
Hammond said the market has matured and people want the right device to suit their needs and preferences. For example, the Navman MY Escape II GPS (RRP $299) is ideal for travellers, providing them with reviews of places to eat or stay from the Australian Good Food Guide, Lonely Planet Travel Guides, Lonely Planet Scenic Routes, 4WD tracks with camping sites and fishing spots, and special route information for drivers towing a trailer, caravan or boat.
Sound & Vision
For the gadget-loving dad, Kaiser Baas has a new product on the market, the ScreenShift (RRP $69.95). It’s a dongle that plugs into the HDMI port of your TV to display whatever is on your smartphone, tablet or computer on the TV screen. Simply download the free EZCast app for any smartphone, PC or Mac, use your device settings to connect to ScreenShift, and enjoy videos, movies, photos, music or internet content on a bigger screen.
If the traditional go-to gift for dad is a new CD then perhaps it is time to encourage him to update his music listening habits with portable Bluetooth speakers. TEAC has three Bluetooth speakers for Father’s Day: the Sneaker Speaker (BTS25R/W, RRP $129), Freestyler (PBT1000, RRP $169) and the Freestyler Junior (PBT500, RRP $149).
“With increasingly busy lifestyles, many people are constantly on the move,” TEAC reported. “As a result, we have noticed a growing trend toward portable audio devices, while the ability to control audio devices from a distance, via Bluetooth and Wi-Fi, is also becoming an increasingly important consideration when it comes to choosing an audio device, in addition to high-quality sound.”
Also offering portable speakers is TDK Life on Record, distributed by Imation ANZ. The Trek Micro speaker (RRP $79) offers high quality audio from a weatherproof, palm-sized package.
“TDK Trek Speakers are an ideal gift for dads as they can be played anywhere, come rain or shine. Portable, weatherproof and wireless, they make listening to music a breeze, whether you are out camping, bush walking, on the beach, at a barbeque or a pool party,” said Imation regional category manager Ranjit Sohoni.
