Kareena Kapoor: Marketers’ most wanted brand ‘Heroine’

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Not only does she have a brimful of movie offers in hand, Kareena Kapoor’s calendar is chockablock with endorsement offers coming from the widest possible array of brands. From tech brands like iBall and Sony Vaio, cosmetic and personal care brands like Lakme, Head & Shoulders, Anne French, Vivel Di Wills, Boro Plus and most recently Lux deodorants, watch brand Citizen, confectionery brand Alpenliebe and automobile brand Mahindra Rodeo, the Bollywood actress has become the most desired brand endorser of marketers. In a latest development, the tinsel town star bagged another endorsement deal of Philips’ grooming range of hair care products for women.

There is much happening in the men and women grooming sector and Philips especially is focusing on the emerging market with new launches and new faces for its range of products. It had earlier signed on B-town actor John Abraham for its men’s grooming range and now it is banking on Kapoor’s youthful and classy appeal for its women TG.  Not just that, the electronics major coupled the announcement with new launches in the Philips Intelligent styling range of hair care products, and the publication of Philips Vogue Veda, a hair styling guide, created by Andy Uffels, Global Philips styling expert. The guide also has tips from the actress on the latest hairstyles.

Explaining the need for a manual guide with the new range, Aarushi Agarwal, Director Marketing, Personal Care, Consumer Lifestyle, Philips India, said, “We believe the Vogue Veda along with the Philips Intelligent hair styling range would empower women to experiment and always look their best. In about 15 minutes, you can make a bad hair day into a wow day.”

Commenting on the brand fit with the actress, Agarwal added, “Kareena embodies today’s woman, who believes she can have it all. At Philips, we endeavour to give women this freedom and who better to endorse these intelligent beauty products than Kareena Kapoor; a woman who truly represents the beauty with brains image.”

Talking about her association with Philips, Kareena Kapoor, said, “It’s the first time a celebrity is endorsing a hair styling range and I am proud to be associated with Philips.” She also added that today, young women are constantly trying to style their hair to try different looks. Hence, the new range uses technology to try out different styles with a lot of ease.

The new range includes a multi-styler priced at Rs 2,495; conical curler at Rs 2,295; pro-care straightener at Rs 2,995 and salon shine care at Rs 1,945.

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Neeta Nair

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