Philips personal care appliances slated for a makeover

The growing trend among the youth to look good has pushed Dutch electronics manufacturer, Philips to revamp its personal care appliances range in India. The brand currently sells around 30 products under this category, which mainly include hair dryers, other styling tools and men’s grooming kits ranging between Rs700 to Rs13,000 price scale. Mahesh Krishnan, Business Head, Philips Consumer Lifestyle India, asserts that the brand will now replace its existing products with their modern counterparts, which have advanced features and are customised for specific Indian requirements. As part of the revamp drive, the company will also diversify its distribution network, carving out a separate channel for the personal care appliance category. It has appointed eight distributors for the personal care products and is aiming to sell these products through 500 outlets in 26 cities across India. “Earlier, we were selling in appliances stores,which was not letting us reach out to the right customers. So we are now targeting beauty stores,” Krishnan adds further. As part of the campaign, the company has tied up with Hindustan Unilever to distribute Dove product packs along with some of its haircare items.