Project
Philips Grooming & Beauty
Brand Experience 

Expertise
Facilitate workshops
Asset and design audit
Brand strategy & concept
Creative direction

Challenge

In 2020, the Philips Grooming, Shaving, and Beauty businesses merged under a unified strategy and positioning. However, the category lacked a cohesive design language that effectively addressed both male and female audiences. A clear need emerged to establish a unified visual and verbal design language, ensuring a seamless and consistent brand experience across all touchpoints.


Solution

I led a multidisciplinary team and facilitated workshops with business stakeholders and key regions to co-create a visual and verbal expression of the new Philips Grooming and Beauty positioning, ‘Shape the True You.’ We began with a brand and asset audit to identify distinctive assets that set us apart from the competition, then defined commonalities across the three categories: Shaving, Grooming, and Beauty.

Focusing on the consumer, we translated the new positioning and distinctive assets into a cohesive, engaging experience across global markets, shifting from functional and technical storytelling to an emotional, customer-driven narrative. We visualized this envisioned end-to-end consumer experience for each subcategory.

Finally, we consolidated these insights into a brand experience playbook - a single source of truth outlining strategy, positioning, target audiences, and guidance for bringing each Philips category to life.