Philips OneBlade Intimate Redefines Gen Z Grooming in India

Philips India is making a daring move in the Rs 3,000 crore grooming market with the launch of its OneBlade Intimate — a skin-safe, unisex grooming device designed for sensitive areas. Aimed squarely at Gen Z, the brand’s new campaign #DontBeatAroundTheBush is taking an honest, conversational approach to a topic that has long been considered taboo.

The Rise of Intimate Grooming in India

India’s personal grooming device market, valued at around $2 billion, is undergoing a shift. The intimate grooming segment, once overlooked, is emerging as a powerful new category. According to industry experts, the market could triple in size within the next five years, driven largely by Gen Z consumers who are unapologetically open about self-care and body confidence.

Philips India identified this opportunity four years ago through research that revealed a growing gap in safety and usability for intimate grooming products. “Nine out of ten Gen Z consumers are already grooming, compared to less than half of millennials at their age,” says Smit Shukla, Head of Personal Health at Philips India. “They are looking for products that solve real problems while respecting comfort and safety.”

A Product Designed for Comfort and Confidence

The Philips OneBlade Intimate features a triple-protection SkinProtect blade, ensuring a smooth experience with minimal irritation. It includes a 3mm body comb for precision trimming, is fully waterproof, and comes with rechargeable functionality. Early trials showed that 90 percent of users preferred the OneBlade Intimate over traditional tools, citing ease, safety, and convenience.

This focus on innovation is combined with a powerful message that intimate grooming is not awkward or indulgent but simply another step in personal care. The tagline “Down There, Done Right” captures this bold yet relatable attitude perfectly.

A Campaign Built Around Authenticity and Real Voices

To connect with Gen Z, Philips has gone fully digital with its campaign, dedicating 80 percent of its marketing budget to online platforms. Instagram leads the charge, supported by partnerships on Reddit and Discord — the places where Gen Z communities thrive.

Philips has partnered with WLDD and FleishmanHillard to craft content that feels natural, direct, and human. Instead of celebrity endorsements, the campaign leans on real content creators who embody honesty and humor. “Gen Z doesn’t want polish — they want real conversations,” says Shukla. “Our creators are people who represent their generation’s openness.”

The brand is also going offline with on-ground activations at colleges, music festivals, and cultural events. Billboards around campuses and collaborations with emerging Gen Z music bands amplify the message that self-care should be spoken about, not whispered.

Redefining a Category Through Culture

The campaign #DontBeatAroundTheBush is more than clever wordplay — it reflects a cultural shift. Gen Z is blurring the lines between wellness and grooming, self-expression and self-care. For Philips, this is about aligning with those values authentically rather than pushing products through traditional advertising.

“Performance and technology will always be our backbone,” Shukla adds, “but the real differentiator is understanding culture. We want to be the most loved intimate grooming brand for this generation.”

While the focus is Gen Z today, Philips expects millennials to follow suit, as younger consumers often influence trends across age groups. The company’s vision is clear: make intimate grooming mainstream, safe, and relatable.

With the OneBlade Intimate, Philips isn’t just launching a product it’s starting a conversation that India’s youth is ready to have.

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