Philips

Creating a brand new product for a brand new category

Overview

We helped Philips unlock growth by entering a new skincare category with a brand new product.

Challenge

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.

Solution

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

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.

Result

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 launches for Philips, receiving 13 international beauty awards and more than doubling the size of Philips’ skincare business.

Doubled the size of the Philips skincare business
Winner of 13 international beauty awards

Further read

Winning the innovation challenge in a world of infinite choice Many brands are paralysed by fear of what to do next. The winners will be those brave enough to think, plan and act like a start-up