The latest launch by Philips India has introduced haircare to its styling range. At the launch event, the new Philips hair straightener with NourishCare technology and its campaign film starring Alia Bhatt were released.
At a recent event in Mumbai, Philips India launched its new innovation in hair straightening – the Philips Hair Straightener with NourishCare Technology. It comes with serum strips infused with hair nourishing ingredients such as vitamin E and moroccan argan oil along with Kerashine care. This helps style and nourish hair while protecting them from heat damage, as is demonstrated in the campaign film starring Alia Bhatt. The straightener comes with easy clip-on, clip off heat resistant brackets and replaceable serum strips uniquely designed to work with this straightener. The replaceable serum strips will be available for repurchase separately.
In a press statement, Alia Bhatt, Brand Ambassador of Philips Beauty, said, “As someone who believes self-expression is really an important layer of who I am, being the face of the much-awaited launch of Philips NourishCare Hair Straightener fills me with excitement. More than just a styling tool, it’s a statement urging everyone to effortlessly embrace their unique style without the constant worry of heat damage.”
Deepali Agarwal, Business Head – Personal Health, Philips Indian Subcontinent, said, “Our brand ambassador Alia Bhatt personifies the spirit of effortless style and resonates with the empowered individuals we aim to serve. With our campaign, we want to convey the transformative experience of using NourishCare technology, where styling and hair protection coexist seamlessly.”
In an exclusive interaction with Professional Beauty India, Agarwal elaborated about the new launch. Excerpts from the interview…
What is the USP of this product?
The USP of NourishCare Straightener is that it combines the technology of straightening with the care of vitamin C and E and Moroccan argan oil.
How does the new innovation work?
Every straightener comes with serum strips that are to be placed in brackets. When you straighten your hair, the serum gets deposited on your hair and as you straighten it, the Kerashine technology locks the moisture in so that the strength of hair does not get diminished as you straighten your hair.
Since the serum is enriched with vitamin E and Moroccan argan oil, it gives your hair greater shine, keeping dryness at bay and smoothing down the frizz.
Which are the two variants available?
There is a variant with Silk Protect Technology and another one with Kerashine Technology. These are two different hair straightening technologies that we have. We have brought in this innovation in both these variants although the price points are slightly different.
Why do we call it a haircare product although it is a device?
Firstly, the philosophy of the brand is not only to style mindlessly. It is to style as you actively care for your hair. Philips India has made an attempt to actively bring out technology that truly cares for your hair as you straighten it. Secondly, the serum is an active infusion with rich ingredients that does not damage the hair. I think in hair straightening to not cause hair damage is groundbreaking. Because one of the biggest tenets of heat is that it damages and breaks your hair.
How important is it to constantly invest in R&D?
Innovation is at the heart of what we do. Because of two reasons, one is that consumer needs will continue to evolve. Earlier, there was a certain regime of straightening, the time that it took and so on. When more and more women started to go to work, they wanted straightening solutions that were quick. And that’s really where the heated straightening brush came in.
Now we are looking at a demand wherein women are saying, ‘I want to straighten but I don’t want damage’. Now, we quickly need to move to a technology that nourishes your hair or cares for your hair as it straightens. If you don’t innovate, how do you keep in sync with the evolving needs of the consumers? Moreover, you can’t grow the category without innovation. Innovation is the DNA of the company. There is no growth that can come if you don’t constantly innovate and become better.
What are your marketing plans and distribution plans for this product?
There are three channels. One is online, which continues to be a big part of the business. But a product like this, I think, thrives on experience. And, a big part of the experience comes from organised retail, where consumers walk in and there are demonstrations, etc. And then there is access via the traditional cosmetic stores and so on.
