September 1, 2016
This is not a shaver, this is Philips OneBlade – a revolutionary tool that will shape the future of facial hair styling
Berlin, Germany – At this year’s Internationale Funkausstellung (IFA) in Berlin, Germany, Royal Philips (NYSE: PHG, AEX: PHIA) today announced a range of new products that empower consumers to stay healthy, live well and enjoy life.
In the past few years, there’s been a major shift in facial hair trends that is completely disrupting the male grooming market. Guys worldwide, especially millennials (18-34), are shaving less, styling more, and expressing themselves through changing their facial hair. Despite this widespread change in behavior that has not been seen in decades, the tools they have to create their look have not changed. Razor blades and shavers are still designed for the everyday shave and grooming tools are all built on the same decades-old clipper technology. Now there is something new; now there is the Philips OneBlade.
Philips is launching OneBlade, the first blade designed for whichever way you want to look today, giving you the confidence to be your best you. With OneBlade you can trim, edge, and shave any length of facial hair, with complete comfort and convenience. It allows men to free themselves of the hassle and pain of existing tools and create whatever look they want with total ease. OneBlade can do this because the revolutionary hybrid technology integrates a fast moving blade (200x a second!) with a protection system that keeps skin happy. The dual-protection system integrates a glide coating that smoothly glides along the skin, while the rounded polymer tips guide the hairs to be instantly cut. OneBlade does not shave too close – so the skin stays comfortable. The replaceable OneBlade lasts up to 4 months1.
So instead of shaving on a Wednesday to get the perfect stubble for that Saturday night out, or battling with multiple tools, shaving foam, and nicks and cuts, young guys finally have an option that was built especially for them. This is OneBlade.
With men now shaving less than three times a week², and only 9% of men aged 18-24 shaving every day³, Philips OneBlade has been designed to suit modern man’s range of needs. “At Philips, we know younger men are shaving less and styling more but are having difficulty finding the right tool for the job.” says John Smith – Business Leader Male Grooming, Personal Care. “Individuality is important to them, as is time efficiency. Philips OneBlade, with its unique functionality, offers them a solution, whatever their length of facial hair.”
¹ For best shaving experience. Based on 2 full shaves per week. Actual results may vary.
² Unity Global Study 2014
³ Unity Global Study 2014
Philips at IFA
The Philips Press Conference takes place on September 1 at 12.15pm in Hall 22, Messe Berlin. The live stream of the event can be seen at www.ifa.philips.com. Pieter Nota, CEO Personal Health Businesses and Chief Marketing Officer at Philips, will be joined on stage by Chris Worp, Head of Business Group Home from Philips Lighting and Kostas Vouzas, Senior Director Business EMEA at TP Vision.
For further information on the latest Philips innovations at IFA 2016 please visit www.ifa.philips.com, follow Philips at IFA on twitter @PhilipsLiveFrom, or visit our additional social media channels on YouTube and LinkedIn.
For further information, please contact:
Senior Manager Global Campaign Public Relations, Personal Care
Tel: +31 6 52 89 04 14
About Royal Philips:
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people’s health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. The company, headquartered in the Netherlands, is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips’ health technology portfolio generated 2015 sales of EUR 16.8 billion and employs approximately 69,000 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.