New Delhi, India
Philips, Indias leading lifestyle brand, today added a completely
new dimension to the concept of male grooming, by launching the Philips
Bodygroom. Unveiled by Abraham, Bollywood actor and Philips Male Grooming
brand ambassador, this gadget is the most skin friendly solution for body
grooming that helps men keep a neatly trimmed chest, back, shoulders,
and more, to make todays metrosexual man appear well groomed. With
the launch of the Philips Bodygroom, the company has fashioned a whole
new category and hopes to bring about a revolutionary change in the grooming
habits of the "metrosexual" man.
Findings of a recent Philips research survey support the relevance and
need for a product like a body-groomer and the overall importance men
place on their personal appearance. The survey finds that a growing proportion
of men in India have already experimented with removing some body hair
and a large 65% of men feel very comfortable with the idea of removing
more than just their facial hair to complete their well-groomed look.
The company believes that this figure is set to grow alongside fashion
and grooming trends. And it is not only men who want to get rid of their
body hair. The survey revealed that 80% of women find excess male body
hair a huge turn off and prefer smooth and groomed bodies on their partners.
Aarushi Agarwal, Director Marketing, Personal Care, Consumer Lifestyle,
Philips India, said Our research has shown that Indian men are getting
more experimental with their facial styling and body hair grooming than
ever before. The days when a thick carpet of body hair was considered
the epitome of sexy masculinity are over. The Indian woman now wants more
style from her man, while the men are truly coming of age when it comes
to expressing themselves. She further added that current body
grooming solutions can be aggressive for the skin and lack precision.
But at Philips we have the right tools for men to trim or remove their
body hair and we intend to make male grooming much easier with our extensive
range of male grooming products.
John Abraham, Bollywood actor and Philips Male Grooming brand ambassador,
believes, Inspired by celebrities to a large extent and with increasing
consciousness about personal grooming and hygiene, men today want to look
their best even when bare bodied. Keeping this trend in mind, Philips
Bodygroom is just the product that can help them feel confident and desirable.
Also, since it is extremely skin-friendly, one no longer needs to worry
about nicks or cuts, and can just enjoy the feeling of being completely
well-groomed.
Mens grooming products are a key focus area of growth for Philips
Consumer Lifestyle division in the country. Personal Care, specifically
the male grooming portfolio, has been the fastest growing category for
Philips in India recording tremendous growth last year. Philips is looking
at serving the urban male, who is spending more and more time and money
on his appearance and lifestyle, by uniquely delivering effective, easy
to use, high quality men's products and backing it with experience and
knowledge tools online and in-store.
This message is also delivered by Philips television commercial promoting
its male grooming product range, launched earlier this year. The commercial
features John Abraham in various avatars donning several unique facial
styles. Philips India has also been running an extensive Facebook campaign
dedicated to male grooming and styling on the Philips India page which
already has a fan base of over 4.7 lakhs, a benchmark for the entire category.
Philips male grooming portfolio in India consists of three categories:
Mens shaving (face shavers), mens grooming (face stylers),
and Body grooming. The Bodygroom is the latest offering of a consistently
expanding portfolio, the most recent launches being that of the two revolutionary
shaving gadgets - AquaTouch, SensoTouch - and the 5-in-1 grooming kit.
The fully adjustable Philips Bodygroom adapts to different body parts
for a total body grooming experience. It gives great skin protection with
a smooth shave. Philips Bodygrooms features include:
- Shaving
head with two trimmers especially designed for body hair
- If a smooth,
hair-free look is in order, the hypoallergenic foil head will gently
shave as close as you like for a sleek effect
- If neatly
trimmed body hair is preferred, the trimmer attachment will clip hair
to the optimum length
- For added
convenience, Philips Bodygroomer is 100% waterproof, so it can be safely
used in the shower or bath.
- It is
rechargeable requiring a 12 hours charge for an hours use; with
convenient storage - charging stand and hanging cord.
About
Royal Philips Electronics
Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is
a diversified health and well-being company, focused on improving peoples
lives through meaningful innovation. As a world leader in healthcare,
lifestyle and lighting, Philips integrates technologies and design into
people-centric solutions, based on fundamental customer insights and the
brand promise of sense and simplicity. Headquartered in the
Netherlands, Philips employs approximately 122,000 employees with sales
and services in more than 100 countries worldwide. With sales of EUR 22.6
billion in 2011, the company is a market leader in cardiac care, acute
care and home healthcare, energy efficient lighting solutions and new
lighting applications, as well as lifestyle products for personal well-being
and pleasure with strong leadership positions in male shaving and grooming,
portable entertainment and oral healthcare.
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