Philips India is doubling down on a full-funnel marketing strategy to strengthen its foothold in the high-growth personal grooming segment with the launch of its latest I-9000 Prestige Ultra electric shaver. With a sharpened focus on the premium end of the market, the company plans to leverage digital, offline retail, and influencer networks to build consideration and drive demand among tech-savvy, urban consumers.
This move comes as part of the company’s broader play to tap into the evolving grooming preferences of Indian consumers and capitalize on the growing trend of premiumization in the personal care segment.
Speaking to e4m, Vidyut Kaul, Head of Personal Health, Philips Growth Region (JAPAC, ISC, META & LATAM), said the company is deploying an omnichannel approach to its latest campaign. “We are activating a full marketing mix—digital, influencer-led content, out-of-home (OOH), and select print visibility. The campaign is designed to speak to consumers who are not just beauty-conscious, but also tech-aware and performance-driven,” Kaul said.
Influencers take centre stage
A notable shift in Philips’ strategy this year is the deliberate pivot toward niche influencer marketing over celebrity endorsements. Kaul noted that the brand is working with performance creators in the grooming and technology spaces, rather than mass influencers or film stars.
“The idea is to go after depth, not width. We are engaging creators who can explain the nuances of the product category- how it solves specific problems and what makes it different,” Kaul explained. This targeted approach is aimed at building trust with consumers who rely on peer-level recommendations and in-depth reviews before making high-involvement purchases. YouTube and Instagram are being leveraged for long-form and short-form creator content respectively, with the focus on product demonstrations, tutorials, and testimonials that highlight functionality and utility. Connected TV (CTV) is also being explored as an upper-funnel awareness driver.
Offline and online channels to work in tandem
Philips is maintaining a channel-agnostic stance when it comes to distribution, with an equal split between offline and online channels. “Currently, 50% of our grooming product sellout is happening online. Amazon is our primary partner in the premium category, while Reliance Digital and Croma are the main offline touchpoints,” said Kaul.
The brand is also gearing up to enter quick commerce platforms by next month. With younger audiences increasingly turning to hyperlocal platforms for electronics and grooming tools, the company sees this as a key opportunity to expand its reach.
Philips’ in-store visibility strategy includes dedicated branded zones at premium retail outlets, where the company aims to demonstrate its value proposition directly to walk-in customers. These zones are supported by retail staff trained to articulate the technological edge and lifestyle benefits of Philips products.
Premiumisation with purpose
While premiumisation remains a dominant narrative across categories, Kaul emphasized that Philips is not pursuing it as a buzzword but as a solution-driven strategy. “We are not saying every segment must be premiumised. We're doing it where there is a clear gap in the consumer journey or unmet needs,” he said.
This philosophy is reflected in the company’s decision to back only those innovations where functionality and convenience warrant a premium. For Philips, marketing efforts are therefore tightly aligned with actual consumer pain points, whether around hygiene, convenience, or the desire for salon-like results at home.
Strategic focus on grooming behavior shifts
The marketing push also comes on the back of significant changes in grooming habits among Indian men and women. According to internal consumer tracking, over 60% of Indian men now opt for facial styling rather than clean shaving. Additionally, 70% of men groom below the neck, a behavior shift that is influencing the company’s product development and communication strategies.
“Beard trimming was the big wave five years ago. Now, body grooming is the new frontier. The younger generation, particularly in the 20-35 age bracket, is more open to experimentation, and that’s driving growth in the category,” said Kaul.
Philips’ campaign narratives, both online and offline, have been tailored to reflect these behavioral shifts. From addressing the rise in body grooming to positioning tools as long-term lifestyle investments, the brand’s messaging is increasingly centered on personalization and functional relevance.
Market dynamics and growth expectations
Philips’ Personal Health division clocked Rs 765.8 crore in revenue in FY24, with male grooming accounting for more than half of that. But, this figure stood at Rs 774.6 crore in FY23
“While the global personal care market contracted slightly due to macroeconomic headwinds, India remained resilient. The category continues to grow steadily here,” Kaul noted, pointing to India’s expanding middle class and increased discretionary spending on personal wellness.
Looking ahead to FY25, Philips plans to continue investing in market education, with a heavier tilt toward storytelling formats, digital-first activations, and consumer testimonials that build confidence in premium offerings. “Our marketing efforts will remain focused on high-quality engagement, not just eyeballs,” Kaul said.
Competitive landscape and differentiation
The Indian grooming appliances market has become increasingly competitive, with new-age brands like Bombay Shaving Company, Beardo, and LetsShave gaining ground in the D2C space. However, Philips is betting on its innovation pipeline and long-standing category expertise to retain leadership.
“We are not in a pricing war. Our strategy is rooted in differentiated offerings backed by meaningful innovation. Marketing, in that sense, is not just about visibility, it’s about education and trust,” Kaul concluded.
As consumer expectations evolve and the grooming category matures in India, Philips appears to be repositioning itself not just as a product company, but as a solution-led lifestyle brand, anchored by insight-led marketing and omnichannel reach.
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