Philips 2007 Annual Report Download - page 66

Philips Annual Report 200772
Building on the successful healthy living positioning,
the Domestic Appliances business completed its juicer
range in 2007, with the Alu model becoming a global
image carrier for the appliances business. Continuing
the Senseo success story, Domestic Appliances also
introduced a range of Espresso makers in Europe, thereby
entering the high-value coffee category with the highest
growth rate – 13% – within the small appliances segment.
In the Home environment segment Domestic Appliances
extended its scope with its newly introduced water
purication products, addressing the global need for
safe drinking water. These products are initially available
in India and Brazil, but are to be rolled out to other
markets in 2008.
Growth of the Domestic Appliances business in 2007
was strongly supported by a dedicated program to
develop business jointly with the trade. Cooperation on
marketing campaigns led to signicant category growth,
e.g. through the healthy living positioning, especially in
juicing and blending. Good relationships have been developed
with key international distribution chains. The dedicated
program resulted in three-quarters of market share
growth in Western Europe being achieved with DAP’s
top 10 international retailers.
DAP further expanded its global leading position in electric
dry- and wet male shaving and grooming products in 2007.
The Shaving & Beauty business celebrated the milestone
of producing its 500 millionth shaver and achieved record
sales and earnings for the second consecutive year. 2007
also saw the global introduction of two innovative shaver
ranges, Arcitec and the Moisturizing Shaving System, which
offer a much improved shaving performance combined
with an innovative design.
The Beauty business continued its rapid expansion by
offering a range of female depilation, haircare and male
grooming products, among which the Bodygroom for
males was particularly successful. The Bodygroom was
further rolled out in Eastern Europe, Middle East and
Africa and reached more than one million new consumers
in Europe and North America.
In the Oral Healthcare category, the September 2007
launch of Flexcare rmly established Philips Sonicare
as the world leader in the sonic power toothbrush
category, according to GfK.
With Philips Arcitec, men can be condent that they’ll get a
perfectly close shave, even on their neck. Three independently
exing heads ensure optimum skin contact in curved areas.
8 Financial highlights 10 Message from the President 16 The Philips Group 62 The Philips sectors
Domestic Appliances
and Personal Care