Philips Doubles Ad Spend Post-COVID: A Bold Bet on Premium Grooming and At-Home Beauty Tech
In a significant pivot following the pandemic, Philips has doubled its advertising spending in India, focusing on premium grooming innovations and tech-driven beauty solutions. This strategic move reflects a commitment to a digital-first marketing strategy, engaging the burgeoning market, particularly among Gen Z and urban consumers.
Unleashing the Power of Advertising
A Robust Marketing Strategy
Vidyut Kaul, Head of Personal Health at Philips (Growth Region: JAPAC, ISC, META & LATAM), stated, “Our ad spends have doubled since COVID. Depending on the category, we employ a dynamic mix of digital, connected TV, out-of-home, and influencer-led activations.” Such diversification in strategy aims to maximize engagement in a rapidly evolving market landscape.
Transforming Grooming and Beauty Dynamics
Targeted Campaigns for Diverse Audiences
Philips is tailoring its marketing efforts to fit different segments. For example, men’s grooming campaigns primarily leverage digital platforms and live activations, while beauty and mother care segments utilize connected TV, community events, and targeted influencer collaborations with micro and nano influencers, especially among young mothers.
The Rise of Personal Grooming Culture
The demand for grooming products is witnessing a meteoric rise. A report by Next Move Strategy Consulting estimates that the Indian electric shaver market, valued at $689.3 million in 2024, is projected to surge to $1.26 billion by 2030, boasting a CAGR of 10.1%.
In response, Philips launched the S9000 Prestige Ultra electric shaver, an innovative product that merges AI with precise engineering. It boasts features like real-time pressure sensors, adaptive blade speeds, and even beard density tracking. Kaul emphasizes, “We’ve dispelled the myth that electric shavers can’t provide a close shave. This product achieves results 0.08 microns beneath the skin, catering to various preferences.”
Disrupting the Beauty Space
Introducing At-Home Laser Hair Removal
In an exciting development, Philips plans to introduce an at-home laser hair removal device, a pioneering product set to change the beauty landscape in India. Kaul asserts, “This device aims to replicate salon-grade results at a fraction of the cost, eliminating multiple clinic visits. After just 3-4 uses, it offers up to 12 months of hair-free skin. This could disrupt the beauty service market as quick commerce transformed retail.”
Adapting to Changing Retail Dynamics
Embracing Quick Commerce
Philips is also responding to shifts in consumer behavior. As quick commerce emerges as a significant distribution channel alongside traditional e-commerce and brick-and-mortar stores, Kaul mentions, “60% of sales for youth-focused grooming products now stem from online platforms.” This trend highlights that convenience is often prioritized over price, reshaping buying habits.
Nevertheless, the company acknowledges that for premium and innovation-driven products, offline and traditional e-commerce remain vital for product discovery and deeper customer engagement.
Sustaining Market Leadership
Market Share and Growth Ambitions
Philips continues to excel in categories like men’s grooming, mother and child care, and female beauty. The brand boasts a 50–68% market share across these segments. While men’s grooming remains the largest category, mother care and female beauty products are the fastest-growing, capitalizing on demographic shifts and rising consumer aspirations.
Kaul notes, "We’re not just market leaders; we’re category creators. Our goal this year is to keep innovating, personalize care, and simplify everyday routines for Indian consumers.” The backing of celebrity ambassadors like Virat Kohli and Alia Bhatt significantly contributes to brand growth across metro and non-metro regions.
Conclusion
With its renewed focus on premium grooming and beauty technology, coupled with agile marketing strategies, Philips is not just responding to market demands but is poised to lead the charge in shaping the future of personal care in India. As trends evolve, Philips’ commitment to innovation and consumer engagement will undoubtedly reinforce its brand equity in a competitive landscape.
For more insights on Philips’ strategies and the personal care industry, check out Next Move Strategy Consulting and explore the changing dynamics of grooming and beauty tech.
