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Philips shavers celebrates producing half a billion electric shavers


Amsterdam, The Netherlands – Philips Shavers today announced it has produced its 500 millionth electric shaver. Philips Shavers, the world leader in the electric shaving category, has 68 years of heritage in developing world-class shavers and also owns the accolade of inventing rotary shaving. As part of Philips Domestic Appliances and Personal Care division, Philips Shavers are sold internationally in over 56 countries and are found in bathrooms from Sweden to Argentina, from the west coast of America to the far edges of Russia.

Global market leader in electric shavers

Andrea Ragnetti, CEO of Philips Domestic Appliances and Personal Care, and Chief Marketing Officer of Royal Philips Electronics commented, “We are the market leader in the electric shaver category, year after year. To have reached this milestone cements the fact that we are bringing products to market which consistently meet our consumers’ needs.” Philips technology has been advancing and simplifying people’s lives since 1891. Philips pioneered major breakthroughs in medical imaging, television, lighting, as well as being the inventors of rotary shaving. From a company with such high standards in product development, it is no surprise that Philips Shavers have gone from strength to strength over the last 68 years. “If someone is going to buy an electric shaver, we want them to think of Philips first. To have sold this many shavers in our 68 year history shows us we’re on the right track”, Andrea Ragnetti concluded.

Producing a shaving range to keep consumers interested

Producing a shaver range to excite consumers and trade partners is key to the success of the business. In 1939, Philips launched its first electric shaver, ‘The Cigar’, to the world. Men were invited to experience the latest in technological wizardry - the electric shaver with rotary action. In 1959, to keep up with the explosion in consumer demand, revolutionary new technologies such as floating shaving heads were introduced and in 1978 the world’s first mains and rechargeable shaver was launched. Philips has consistently set new standards in the shaving category. Nico Engelsman, Business Manager Shaving and Senior Vice President Philips DAP said, “Over the last six decades, we have addressed the changing needs of our consumer, taking regional differences into account. We are also constantly addressing innovation in the shaver itself. We are focused on developing shavers that are designed to suit the places they are sold. We produce shavers that reflect local tastes, trends, bathrooms and shaving habits, and that’s why I think we’ve been so successful.”

The current most popular selling Philips shaver is the HQ 8140 model retailing at USD 89.99 or Euro 129.99. Philips Shavers have always been a driver for category growth. In 2006, the Philips Shavers business in Europe and Asia increased between 4% and 11% in value, while in North America Philips Shavers grew its business by more than 10%.

A major reason for this growth is that an innovative product stimulates market development. Though the market is highly competitive, Philips Shavers market share increased by more than 2%* since the introduction in 2005 of two shaver ranges - SmartTouch-XL and Speed-XL.

In 2006 Philips Shavers designed a shaving range with the AT&T Williams Formula One engineering and design team which was sold in more than 20 key markets around the world.

Looking into the future

In order to consistently attract new customers, Philips creates shavers that break away from our competitors in terms of performance and design. According to Nico Engelsman, “By presenting the market with something innovative, you’ll be able to attract new consumers. We are looking to translate global trends into products in the very near future.” DAP demonstrated its value to Philips, with 17% comparable growth in the first quarter earnings for 2007. Philips Shavers remain an important part of the DAP business, representing approximately 45% of DAP’s sales.

For more information about the HQ 8140 model, please visit this link.

*(in value in absolute terms)

For further information, please contact:
Robert Rooney

Global Public Relations, Philips DAP
Tel + 31 20 5978503


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