Personal Care a winner for Philips, but will it lead to another ERA?

Exclusive by Patrick Avenell

SYDNEY: Reigning ERA Award winner for Best Personal Care, Philips, is crowing today, with news that its Bodygroom unit has claimed the #1 position in value according to GfK.

Philips Consumer Lifestyle senior customer marketing manager, Peter Bosscher, today said that male grooming has become one of the fastest growing segments within the personal care segment, with sales value increasing 24 per cent in the last year to almost $28 million. Bosscher claimed that body groomers account for 53 per cent of this growth.

“Philips launched its world-wide best selling male body groomer, Bodygroom in November 2008. The product has been embraced by Australian men and as a result has secured the number 1 position in value according to GfK,” said Bosscher.

The Dutch-born marketer also said that Philips will introduce a new comprehensive range of male grooming products in the first half of 2009.

This news puts Philips in a healthy position in the lead up to the 2009 ERA Awards, with the company looking to make it back-to-back victories in the Best Personal Care category. No company has ever secured consecutive wins, nor has a brand won this award twice, so it is rightly considered one of the most open categories.

Previous winners Remington and HoMedics are both back in the mix this year, with Vidal Sassoon and Braun both looking to secure their first wins. The winner of Best Personal Care ERA will be announced at a ceremony at the Sofitel Wentorth, in Sydney, on Friday 17 April 2009.

For more information on the ERAs, please send me an email.

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