Helping Philips unlock growth by entering a new skincare category with a brand new product

Services: Customer Segmentation | Opportunity Sizing | Innovation Strategy | Innovation Platforms | New Product Development | Brand Creation | Growth Mapping

Creating a new category and new product line to meet consumer needs and help Philips grow


Philips was looking to grow their business and saw a potential opportunity within skin cleansing devices.

Having initially entered the electronic skincare category with an anti-ageing proposition, Philips was looking to understand the incremental growth opportunities available in skin cleansing, and how to unlock them.


We explored the world of skin cleansing with consumers and experts to identify the right entry positioning for Philips.

In depth qualitative and quantitative research identified key unmet needs in skin cleansing. We then sized the commercial opportunity, which gave the Philips team the confidence to embark on a radical innovation programme.

With clarity on the opportunity, we worked closely with the R&D team, product designers and consumers to develop different product solutions and positionings that would grow the electric cleansing category in the short term, and fill the innovation pipeline in the long term.

Philips Visapure – one of the most successful personal care innovations of the last decade


Together we created Visapure, one of the first high-end propositions in the electronic cleansing category.



To date, Visapure is one of the most successful personal care innovation launches for Philips, receiving 13 international beauty awards and more than doubling the size of Philips’ skincare business.