Bliss and Philips: Bikini-Ready



BlissWorld LLC and Royal Philips Electronics have teamed up on a deal to produce Bikini Perfect, an at-home hair removal system that is set for a May launch.

For Philips, best known for its consumer electronics, the deal is a way to penetrate the lucrative U.S. beauty market, said Jacopo D’Alessandris, marketing director for Philips Consumer Lifestyle. “Philips has number-one or number-two market shares for female depilation and hair care appliances in a number of markets, including Europe and Latin America,” he said. “But we still have a lot of opportunity for growth in the U.S. market, and we believe that this deal will help us do that.”

Philips and Bliss will co-market a collection of beauty tools. First to market: Bikini Perfect, an electronic tool with six attachments. The Precision Trimmer is designed to groom the bikini line; Precision Comb, with five length settings, is designed to ensure precise grooming results for the bikini line; Eyebrow Comb trims eyebrows to a uniform length; Micro Trimmer shapes and defines eyebrows and removes single hairs in that area; Micro Shaver is designed to attack hard-to-reach hairs, and Epilator removes hair from the root.

Bliss and Philips will market two versions of the Bikini Perfect kit. One, for Ulta, Amazon and other prestige retailers, will include the unit, attachments and sample sizes of Bliss’ Lemon + Sage Body Butter and an Ingrown Hair Eliminating Pad. A second set, which will be sold at Bliss’ seven spas, as well as through Bliss’ catalogue and Web site, will include everything in the retail set, as well as additional Ingrown Hair Eliminating Peeling Pads and Bliss’ Lemon + Sage Body Scrub. The products will be in 250 Sephora doors, 230 Ulta doors and online at,, and

Each kit retails for $59.99.

“This partnership — and these kits — will allow consumers to complement their spa services at home — or, if there isn’t a Bliss spa nearby, they’re great do-it-yourself treatment options,” said Kerry O’Day, marketing director for Bliss.

While the executives refused to discuss sales projections, industry sources estimated that Bikini Perfect could generate first-year retail sales of $5 million.

This story first appeared in the March 21, 2008 issue of WWD.  Subscribe Today.

National advertising is not planned at launch; instead, noted O’Day, the product will be supported by in-store activities and editorial placements.

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