Philips follows sexy toys with hair removal

Philips Lumea: new depilation device
Philips Lumea: new depilation device

LONDON - Philips is continuing its trend of new product development through the launch of a hair removal device - following on from sex toys and high-end kitchen appliances.

Lumea, according to Philips, will "change the world of hair removal" and brings salon technology to the home.

Philips has tasked WDMP with the launch of the product in the UK market and the agency has created a direct campaign to spark consumer interest.

The activity will also be supported through press advertising, created by DDB, as well as PR, online and in-store activity.

WDMP is launching an email mailer today (22 April) targeting women who have shown an interest in personal style and fashion.

The audiences have been selected through fashion outlets including ASOS, Handbag and a selection of magazines. 

Data was collected through a sponsored online survey, enabling the campaign to only target those who either wax, epilate or use another salon method of hair removal.

Sandra Doyle, CRM manager at Philips, said of the campaign: "Our key challenge is to get our compelling message across to a heavily marketed audience, and WDMP have done an excellent job in identifying our key prospects."

The launch follows strong forays in new product development from the electricals company over the past few years. In 2008 it launched an intimate massager range, its first products in the sex toy market.

In October it unveiled a Sonicare electric toothbrush range for children.

The launch was handled by WDMP with the agency creating an online educational game about tooth brushing for children. Since launch it has had 2.6m unique plays.

Last year it also launched a high-end kitchen range called robust, as well as a high-end TV.

Lumea launched in stores this week, including Boots and department stores.

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