The move signals a shift away from Philips’ previous focus on technology. “We’re embracing ambient and personal living now,” said CH Chan, GM, Philips peripherals and accessories, Asia-Pacific, Middle East and Africa.
“Before our attention was on plasmas and LCDs, but nothing really tailored to women. We have designed something from scratch. It was designed by ladies, for ladies.”
The first project is the ‘Active Crystals’ collection, a series of exclusively-designed mobile phone accessories.
The collection was introduced in Singapore and Hong Kong last month, and will roll out across Malaysia, Thailand and the Philippines by early December.
Marketing will be driven by PR, led by Text100, as well as in-store activity at Swarovski retailers.
