Philips previews unique 4-in-1 Philips Grooming Guide at IFA 2013

September 5, 2013

Berlin, Germany – As part of Philips’ commitment to deliver meaningful innovation in personal health and well-being, today Philips is introducing a personalized 4-in-1 digital service that gives men the confidence to try new facial styles, empowering them to look and feel their best. The Grooming Guide is one of several digital innovations Philips is showcasing at IFA 2013.


Philips Grooming Guide is a service that will be available on smart devices, which helps men visualize different facial hair styles and guides them on how to create these styles. It allows men to generate a photorealistic preview of over twenty different styles on their face, and provides personalized professional advice on which styles would suit them best, as well as comprehensive step-by-step guidance on how to create those styles.


Four steps to a better beard

“Nowadays a lot of men would like to try different styles, but often they are not sure if it will look good on them, how others will react and how they can best create it,” says Jack van Strien, Global Category Leader Male Grooming for Philips. “The Philips Grooming Guide offers men a 4-in-1 package: Style Inspiration, Style Preview, Personalized Advice, and Guidance; enabling men to easily try different styles and guiding them on how to achieve the styles that work best for them.”


As part of the Philips Grooming Guide, an advanced algorithm scans and analyzes the user’s face to virtually create selected styles on his face for an accurate preview. The service inspires men to explore different styles with an extensive Style Library comprising a wide collection of the latest styles, ranging from for instance the (full) goatee, to ‘stubble’, to the ‘full beard’.


Philips has used its 75 years of heritage in electric male grooming to design the Philips Grooming Guide, which will officially go live in March 2014. Philips leveraged its expertise in facial styling to come up with a ‘Personalized Advice’ feature, which combines information about men’s facial features with their personal lifestyle preferences, to help men recognize what it takes to choose the facial styles that work best for them.


Philips complemented this expertise by working with expert barbers to replicate a professional barber’s style advice into a tailored recommendation that gives men the confidence to choose a specific style and look their best. Finally, the ‘Guidance’ feature provides step-by-step help on how to create the various styles with complete assurance of a great result.


Building on its 122 year heritage of delivering meaningful innovations that have improved quality of life for millions, Philips is responding to the changing needs of consumers today. As their lives become ever more digitally-driven and connected, Philips’ new generation of digital innovations – including the Philips Grooming Guide – are designed to meet consumers’ needs and expectations for greater connectivity, personalization, control and convenience. At this year’s IFA we are showcasing a new generation of digital concepts and products, spanning Male Grooming, Kitchen Appliances, Coffee, Mother and Child Care, and Air purification.


Philips Grooming Guide will be first available in Germany from March 2014.


For further information on the latest Philips innovations from IFA 2013 visit



Philips Grooming Guide

For further information, please contact:

Ivo van den Brand
Philips Consumer Lifestyle
Tel: +31 654 24 71 31


About Royal Philips:

Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 115,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare. News from Philips is located at