Panasonic UK has announced its collaboration with international hair stylist Daniel Johnson. The partnership, which will complement the brand’s extensive range of shavers and trimmers, marks the company’s commitment to the male grooming market. For more than 60 years, Panasonic has been creating advanced electric shaver systems equipped with innovative technology. With the rise in male grooming, the brand is utilising this experience to meet an ever-increasing – and varied – consumer demand. With a 360 degree marketing programme encompassing PR, social, content marketing, experiential and events, the Sharpen your Performance campaign kicks off with the Euros Tournament, designed to capitalise on the demand for style tips from some of football’s leading players, whose hair Daniel cuts. Recognising the gifting market, the communications plan will also utilise key seasons such as Father’s Day, Christmas and Valentine’s Day.

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