Press Information

08 December, 2011

Philips calls on men to champion self-expression for a more meaningful connection with its Male Grooming brand
London, UK: As the first step in building long term consumer engagement, Philips Male Grooming today launches a through the line campaign to inspire and enable men to Express Yourself Every Day. The campaign by DDB London, Tribal, One Voice, Carat, IRIS and Philips aims to help male consumers (25+ years old) realize that self-expression can be something they do every day from the way they walk, to the job they do, to the the way they shave and groom. Real guys that change mundane aspects of their daily routine into an opportunity for selfexpression are at the heart of the emotionally-led campaign, which is set to break the conventions of the traditionally conservative and predictable male grooming category that has sold men on the clean shaven look for the past 30 years. Why self-expression? From extensive global consumer research, Philips has found that todays men have never been more free to express themselves, and yet they feel they are not making the most of it in their everyday life. They are also complacent with the same category communication selling them on one look when they really want to embrace the different sides of themselves and experiment with different looks. Philips wants to be the first brand to understand and support what is truly important in male grooming: opening mens eyes for greater opportunity of expression in mens everyday lives, especially their grooming routine. And Philips is in a unique position to do so with the broadest and most superior range of grooming tools, including hero products SensoTouch 3D shaver, StubbleTrimmer Pro and BodyGroom Pro that provide limitless looks for hair, face and body. The journey to self-expression Men will first be exposed to the campaign with an inspiring 30 second TV commercial showcasing guys and things from around the world that challenge notions of the everyday and also promote

opportunities for self-expression. The TV commercial is supported by a digital-engagement program featuring more examples of everyday self-expression outside of the male grooming category, including a series of films and articles from VICE Media Group on The Everyday Expressives. To ensure men can achieve the look(s) they want and be more expressive in their grooming routine, the platform will also feature grooming advice and styling tips from best-selling author and grooming guru, Dr Allan Peterkin, as well as the latest news in grooming expression from around the world and the Philips male grooming portfolio. Content from the TV commercial and digital-engagement program will be further amplified through PR activities, and local experiential stunts will disrupt everyday routines like the commute to/from work to enable men to be more self-expressive during these times. To ensure the campaign also translates at a more functional level, Philips took to the streets to find real, authentic and everyday guys to feature on product packaging, print advertising and instore communications. The result is a seamless journey across all consumer touchpoints. Weve developed a global communications platform for the Philips electrical male grooming products to help drive category leadership, said Toby Pschorr, Global Client Managing Director for Philips at DDB. The platform insight is based on self-expression, a global trend amongst younger male consumers and features real characters instead of actors, who have found creative ways to inject a smile and the unexpected into our everyday environment. Gary Raucher, Head of Brand and Communications, Philips Consumer Lifestyle, said: Knowing that we needed to move away from one way communications with our consumers - and more crucially, potential new users - we have fully embraced an always on dialogue on everyday selfexpression as the first step in building a long term, meaningful connection for our male grooming brand. The TV commercial, digital-engagement platform and other activities that will launch Express Yourself Every Day have the single-minded rallying cry for men to open their eyes to the opportunities for self-expression that surround them in their daily life, and how our portfolio of grooming products for hair, face and body can enable them to bring more self-expression to their daily grooming routine. 2011 is just the beginning of a great new chapter for Philips Male Grooming, and one that we hope will last well into the future. The Express Yourself Every Day campaign launches in five markets in Q4 2011 with more markets launching in Q1 2011. For more information on the campaign, please visit: www.facebook.com/PhilipsSelfExpression Ends

For further information on the global campaign, please contact: Sarah Owen at Pumpkin on: E: Sarah@pumpkin.uk.com T: 020 7287 2007 Or Alexandra Kedward Global PR Manager Consumer Lifestyle, Philips Tel: +31 (0) 615 42 97 88 E-mail: alexandra.kedward@philips.com For further information on the UK campaign, please contact: Deneice Harwin UK PR Manager Consumer Lifestyle, Philips Tel: +44 (0) 1483 298517 Email: deneice.harwin@philips.com About Royal Philips Electronics About Royal Philips Electronics Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving peoples lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into peoplecentric solutions, based on fundamental customer insights and the brand promise of sense and simplicity. Headquartered in the Netherlands, Philips employs over 120,000 employees with sales and services in more than 100 countries worldwide. With sales of EUR 22.3 billion in 2010, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal wellbeing and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at www.philips.com/newscenter.