Indian Lifestyle

John Abraham and Philips introduce Indian men to Personal Grooming 2.0

Introduces Philips Bodygroom, the first and most skin-friendly body-groomer to hit the Indian market

Personal Grooming 2.0

Personal Grooming 2.0

PF costdownDelhi, India – Philips, India’s 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 today’s 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.”

Men’s 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: Men’s shaving (face shavers), men’s 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 Bodygroom’s features include:

· Shaving head with two trimmers especially designed for body hair

o 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

o 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 hour’s use; with convenient storage – charging stand and hanging cord.

The product is priced at Rs.2,495/-.

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