Taking this association forward, Alia Bhatt will start by endorsing Philips Kerashine range, the only range of hair appliances in India to offer the goodness of Keratin in electrical styling gadgets. The latest product to be launched by Alia today is the Kerashine ‘AirStraightener’ that is designed to give naturally straight and smooth hair. Easy to use on a regular basis, it is perfect for the modern woman who is crunched for time, yet wants to look well styled and feel confident every day. It allows you to dry and straighten your hair at the same time, making it a revolutionary gadget that will transform the way women style their hair. The Kerashine AirStraightener is priced at INR 2395/- and is available across traditional and modern retail outlets as well as on leading e-retail platforms.
Following this announcement, Philips India will also run an extensive 360 degree marketing campaign with Alia Bhatt to introduce this hairstyling gadget. The campaign will start with an interesting TVC featuring Alia that is scheduled to go on air in mid- August.
Talking about Philips Beauty business, Mr. ADA Ratnam, President, Consumer Lifestyle, Philips India, said, “Philips Beauty business is all about fulfilling the needs of our evolved customer by bringing to the floor products that are exactly suited to her personality and that help her express her individuality. We believe in fulfilling the aspirations of the evolving new age woman, who is confident, smart, wants to make a statement and loves to style herself daily.”
Commenting on the introduction of Alia Bhatt as the brand ambassador, Anurita Chopra, Director Marketing, Personal Care, Philips India, said, “We are very happy to introduce Alia Bhatt as the brand ambassador for our Beauty business. Alia Bhatt is the perfect representation of everything that Philips Beauty category stands for! She’s young, confident, stylish and yet simple and very real. Who better than her to endorse the beauty product range that is designed to give power and style to today’s woman?”
Talking about her association with Philips, Alia Bhatt, Bollywood actor and Philips India’s ‘Beauty’ category brand ambassador, said, "I believe women deserve to look and feel great every day and have the freedom to experiment with their looks. It is about knowing who you are and expressing yourself through your personal style. Philips’ Beauty range is making that possible and I’m very happy to be associated with a brand that believes in the same style fundamentals as I do. Philips’ range of styling gadgets for women are the perfect tools to make you looking amazing and feel confident every day.”
India as a country has seen a significant shift in women’s styling preferences. Increasingly, the focus has shifted towards casual styling and DIY (Do It Yourself) styling that keeps the look ‘natural and real’. Another interesting trend observed by Philips India is the openness of women towards styling themselves every day, instead of restricting it to just special occasions. With this background, Philips India has focused on introducing gadgets that are intelligent, simple to use, and safe for the hair. The most recent introduction by Philips India was the Kerashine range of products that bring the goodness of Keratin to electrical hairstyling products for the first time. The new AirStraightener launched today will also include a Kerashine variant, as well as a basic variant called the Essential AirStraightener priced at INR1695/-.
About Philips Kerashine AirStraightener:
- Beautifully styled hair with innovative paddle straightening brush
- Paddle straightening brush for naturally straight looks
- Two flexible heat and speed settings for more control
- Gentle, yet effective styling power
- Easy to use
- 2 years of worldwide guarantee
- 1.8 m cord for maximum flexibility
- 800W Airstyler creates the optimum level of airflow for a gentle drying power
- Safer for hair
- Best drying temperature with ThermoProtect temperature
- Protective ceramic coating with Keratin infusion
- More care with ion conditioning for shiny, frizz-free hair