Philips OneBlade Intimate: Designed for Gen Z, redefining grooming ‘down there’

Backed by Philips’ bold Gen Z-first new campaign, #DontBeatAroundTheBush, and the tagline “Down There, Done Right,” the launch aims to make intimate grooming as approachable as skincare or shaving.

“Today’s younger generations are rewriting the rules of self-care, and they’re doing it with unapologetic clarity, and embracing authenticity, comfort, and choice,” said Smit Shukla, Head of Philips Personal Health India Subcontinent. “Their openness inspired us to lead a more honest conversation around care rituals with one of our biggest grooming launches of the year. Philips OneBlade Intimate is our response to that shift, an extension of the trust and design excellence of OneBlade, now tailored for intimate grooming. It gives people the confidence and freedom to choose how they want to care for themselves, supported by the safety, comfort, and performance that they expect from Philips.”

Early product testing revealed that nearly 90%** who tried the product would move to Philips OneBlade Intimate as their primary intimate grooming tool; the innovation includes a wide range of thoughtful features for the modern grooming routine:

To launch OneBlade Intimate, Philips sparked curiosity with its #DontBeatAroundTheBush campaign with its message of “Down There, Done Right”: a bold outdoor and digital activation that turned heads across Mumbai, Delhi, and Bengaluru. Giant bush-shaped installations, QR-coded teasers, and influencer buzz led to the reveal of the product. Using humor and honesty, the campaign made intimate grooming a public conversation about comfort, confidence, and choice.

Philips introduced the product to national media and creators on Oct. 9 at Taj Lands End, Mumbai. The brands’ boldest launch yet transformed the seaside terrace and pickleball courts into an immersive playground with bushy mazes, live demos, and DJ sets that kept the energy high until late.

Philips OneBlade Intimate is priced at INR 2,399 and is available on Amazon, Blinkit and Instamart, as well as on Nykaa with an exclusive women’s edition featuring an exfoliating glove. Replacement blades range from INR 899 to INR 1,549.