Philips OneBlade Intimate: Designed for Gen Z, redefining grooming ‘down there’

Philips OneBlade Intimate: Designed for Gen Z, redefining grooming ‘down there’

Mumbai, October 10, 2025: 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. Philips OneBlade 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 90percent 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

Confidential – Not for Public Consumption or Distribution 

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.