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Philips brings the goodness of Keratin to hair Appliances with its new KeraShine range

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Philips India, a leading Health and Well-being company, today launched the first Keratin infused hair appliances range in India. Marketed under the brandname KeraShine, the new range of Keratin infused appliances will include amulti-styling brush -GlamStyler, aHair Straightener and a Hair Dryer.

Keratin, a fibrous protein, forms the main structural component of human hair. Infusion of Keratin rejuvenates and revitalizes hair, giving it a softer, silkier feel.The new KeraShine range offers a portfolio of quick styling appliances to create glamorous hairstyles at home, giving women the freedom to sport a new look every day. While the Keratin infused in the ceramic plates of the appliances smoothens hair by closing cuticles, ions reduce frizz and make hair dust repellent.

Highlighting the innovation in this product range, Mr. ADA Ratnam,President, Consumer Lifestyle,Philips India said “In India, healthy, shiny and soft hair is considered the epitome of a woman’s beauty. In today’s fast paced lifestyle, while women want to experiment with their hair styles, they have little time to care for their hair. Philips’ new KeraShine range not only gives women the freedom to style their hair fearlessly every day, it also protects their hair against pollution, keeping them soft and safe. ”

Consumer research conducted by Philipsreveals that dryness, pollution and hair fall are cited as the leading hair problems by 31, 41 and 40 percent women respectively. On the other hand, with constant exposure to international markets and changing dressing trends, women in Indiaarealso adopting versatile hairstyles and are experimenting with their looks. The Haircare appliances market has thus seen tremendous growth over the past few years, with an exceptionally high growth in multi-stylers. With a product range like KeraShine, Philips intends to empower women to style every day, while also caring for their hair.

Following the launch of the KeraShine range, Philips will also release10 Do-It-Yourself hairstylingvideos to help women create new hairstyles using theGlamStyler. This is a special marketing initiative keeping in mind the upcoming festive season. These videos will present a step-by-step hair-styling tutorial and will be hosted on Philips’ YouTube Channel.

The unique design of the Kerashine range, with its distinctive Black and Gold look, makes it the perfect gift for the festive season as well. The range includes three products to suit different styling needs:

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