Philips Consumer Lifestyle, a division of Philips Electronics (Thailand), expects to double beauty product sales and make the category its third strategic pillar in the next two years.
Superstar Araya ‘Chompoo’ Hargate (left) and Siriwan Nitkitjatorn, the general manager of Philips Consumer Lifestyle, present the Philips hairdryer and flat iron.
The division offers a wide range of small electric appliances, with kitchen appliances and irons the two main sales generators.
To achieve its goal, the company will introduce more than 100 new products for the Consumer Lifestyle portfolio in the second half of the year. The new range consists of beauty products, kitchen appliances, shavers, irons, vacuum cleaners, home theatre and headphones.
Of the 100 new products, one-third will be beauty-oriented, highlighting the hairdryer and hairstyler to meet the needs of modern women. The rest are kitchen and entertainment products.
Siriwan Nitkitjatorn, the general manager of Philips Consumer Lifestyle, said the company is entering hair care because demand for hairdryers and hairstylers grew in the first five months of the year by 10% and 20% respectively.
Until now, households were slow to embrace hairdryers and hairstylers when compared with other small appliances.
Only a few recognised brands are in the market at the moment, including Lesasha, Panasonic and Philips, so the business has huge growth potential.
The company has appointed Araya "Chompoo" A. Hargate as the first brand endorser for the Philips hairdryer and hairstyler.
Ms Araya will appear at various events for the products, whose prices will range from 990 to 3,000 baht.
With its plan, the company expects sales of hair care products to double this year and the sales contribution of beauty products to be on par with other important pillars like irons and kitchen appliances in 2014.
Additionally, the company is extending its collaboration with actor Chakrit Yamnarm as brand presenter for kitchen appliances.
Singer Thanakrit "Wan" Panichwid has also come aboard to endorse lifestyle entertainment items such as the Philips Soundbar with wireless subwoofer, headphones and wireless monitors.