ABSTRACT
Philips has long held a leading position in the mature but profitable electric shaver business. Its Philishave is sold world-wide, but has particularly strong sales in Europe and North America. In recent years, this rather traditional and stable product category has been shaken up by several product innovations brought to market primarily by Japanese companies trying to fight their way into an established business with new clearly differentiated product ideas. The most important innovations have been in the area of miniaturization, rechargeability, and most radically, the concept of wet shaving with an electric razor.
