The market leader in the electrical shaver market, Philips, has changed the name of its sub-brand Philishave to the standard Philips Shaver brand.
Philips Corporate Communications Manager, David Wolf, said the name change was a global branding decision that was intended to achieve more clarity and consistency at a global level.
In Australia, the shaver was known as the Philishave, while in the United States it was called the Norelco.
“Two years ago we changed our brand promise from ‘Let’s Make Things Better’, to ‘Sense and Simplicity’. So the name change is in keeping with our simple brand promise,” Wolf told B&T.
The name change will be accompanied by a global TVC created by DDB, which will promote the Williams F1 Philips Shaver in the lead-up to Father’s Day.
Wolf said Philips holds 47% of the electrical shaver market, with competitors Remington and Braun each holding around 20%.
“Because [Philips] is the market leader we have to keep finding ways of driving and increasing the market,” Wolf said.
The Philishave name has been associated with Philips for the past 67 years.
