Online Exclusives

Bikini Line Bliss?

June 20, 2008

Philips teams with Bliss to make at-home bikini line maintenance an easier task.

Bikini Line Bliss?

Philips teams with Bliss to make at-home bikini line maintenance an easier task.

By Christine Esposito
Associate Editor

There’s nary a woman who would utter the words bliss and bikini line maintenance in the same sentence. But for Philips, Bliss sounded just right when it came to its new shaving product.

The appliance maker has joined forces with Bliss to launch Bliss-Philips Bikini Perfect. Designed for at-home bikini line trimming, it combines Philips trimming technology (trimmers, shaver, epilator and comb) with trial size Bliss Lemon+Sage Body Butter and Scrub and Bliss Ingrown Hair Eliminating Peeling Pad, an easy-to-use wipe that alleviates intra-follicular lumps and bumps.

 Bliss and Philips teamed up to launch the Bikini Perfect shaving system.
Bliss-Philips Bikini Perfect Deluxe is being stocked nationwide at specialty retail outlets including Ulta, Sephora and A spa edition—which features Philips trimming tools with full-sized body butter and body scrub and five pads—is available at Bliss spas and through its catalog and website. Both are $59.99.

Philips executives said they saw a need in the marketplace for a hair removal system that would be easier to use and provide greater satisfaction. And although the company is a well-known beauty brand internationally and a leader in the U.S. men’s shavers market, it looked for a partner to help it better connect with American women.

“Philips has long been a recognized and respected beauty brand in Europe and Latin America, where we have the number one or two market share in several segments including female depilation and hair care appliances,” said Jacopo D’Alessandris, marketing director, Philips Consumer Lifestyle. “It makes sense to bring our award-winning technology to the U.S. marketplace in combination with an established spa brand that specializes in body and skin care. Bliss is a natural fit.”

Shannon Jenest, senior PR manager, Philips Consumer Lifestyle, noted Bliss’s “credibility” in the beauty marketplace and its trade relationships with specialty beauty stores that are less familiar with the Philips brand. “It hits the same premium target as Philips, but at the same time, broadens our reach into new segments,” she added.

Pairing for Success

Forging alliances with well-known companies is familiar territory for both firms.  For example, Philips teamed with Beiersdorf on the Norelco moisturizing shaver, which works Nivea for Men products, dispensing shaving conditioner directly onto the skin. Bliss, which has inked deals with W hotels and jetBlue airlines, hopes that this new project with Philips will bring its spa experience into more homes.

“The partnership with Philips allows Bliss to deliver our guests effective at-home treatment solutions to complement their in-spa experience,” said Kerry O’Day, marketing director, Bliss. “We believe the partnership with Philips will allow us to provide high-quality beauty tools for guests to use at home in between spa visits or as do-it-yourself treatment options for consumers who are too far from the spa.”

Bikini Perfect’s potential customer base is substantial. According to Philips, in the U.S., almost two-thirds of all women between 18 and 60 years old remove hair in their bikini area, and whopping 90% of them use a blade to do so—but they aren’t happy about the outcome.    

“There’s a high dissatisfaction rate, mostly due to irritation and unsatisfactory results,” said Ms. Jenest. “This product is designed for any woman who is dissatisfied with her current trimming method.”

In addition, Bikini Perfect could pull consumers away from depilatories, a market in which brands such as Nair, Sally Hansen Veet and Nads lead the way. According to data from Information Resources, Inc. sales of depilatories in supermarkets, drugstores and mass merchandise outlets excluding Wal-Mart were $106.1 million for the 52 weeks ended May 18, 2008.

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