Mumbai : India’s Gen Z are rewriting the rules of self-care, especially when it comes to intimate grooming. A Philips survey of more than 6,000 young Indians found that 90% do intimate hair removal* — yet the majority still struggle with nicks, cuts and irritation or discomfort from products not made for sensitive areas. To meet that shift, Philips India today launched its global intimate grooming bestseller, Philips OneBlade Intimate, a skin-safe, unisex device designed for sensitive areas.
Backed by Philips’ bold Gen Z-first new campaign, #DontBeatAroundTheBush, and the tagline “Down There, Done Right,” the launch aims to make intimate grooming as approachable as skincare or shaving.
Made for modern self-care
“Today’s younger generations are rewriting the rules of self-care, and they’re doing it with unapologetic clarity, and embracing authenticity, comfort, and choice,” said Smit Shukla, Head of Philips Personal Health India Subcontinent. “Their openness inspired us to lead a more honest conversation around care rituals with one of our biggest grooming launches of the year. PhilipsOneBlade Intimate is our response to that shift, an extension of the trust and design excellence of OneBlade, now tailored for intimate grooming. It gives people the confidence and freedom to choose how they want to care for themselves, supported by the safety, comfort, and performance that they expect from Philips.”
Designed for precision, protection, and peace of mind
Early product testing revealed that nearly 90%** who tried the product would move to Philips OneBlade Intimate as their primary intimate grooming tool; the innovation includes a wide range of thoughtful features for the modern grooming routine:
- Unique OneBlade Technology: Fast-moving cutter (100x per second) powers through any length of hair, without the need for additional tools or devices
- Unique SkinProtect blade, with triple protection system: Rounded edges, bridge and rounded tips are designed to prevent nicks, cuts and irritation, offering extra safety to protect armpit and pubic skin
- Shave and Trim with extra skin protection with just one device: Attachable 3mm body comb makes it fast and easy to trim intimate hair in any direction
- Durable stainless-steel blades last up to 4 months***
- Fully waterproof (IPX7), you can shave wet or dry, with or without foam, even in the shower; it is easy to clean, just rinse it under the tap
- Rechargeable Ni-MH battery (USB-A) delivers 30 minutes of cordless shaving after an 8-hour charge
Real talk, without the awkwardness
To launch OneBlade Intimate, Philips sparked curiosity with its #DontBeatAroundTheBush campaign with its message of “Down There, Done Right”: a bold outdoor and digital activation that turned heads across Mumbai, Delhi, and Bengaluru. Giant bush-shaped installations, QR-coded teasers, and influencer buzz led to the reveal of the product. Using humor and honesty, the campaign made intimate grooming a public conversation about comfort, confidence, and choice.
Philips introduced the product to national media and creators on Oct. 9 at Taj Lands End, Mumbai. The brands’ boldest launch yet transformed the seaside terrace and pickleball courts into an immersive playground with bushy mazes, live demos, and DJ sets that kept the energy high until late.
