Cheil Benelux Launches Global Philips Campaign: “Hydrate as you create”

Women no longer have to choose between creating the hairstyle they want and caring for the hair they have. This new reality is at the heart of the Philips Aqua Edition, a hair-styling innovation brought to life in a global campaign developed by Cheil Benelux.

The campaign kicks off across seven different countries in Eastern Europe, launching a television campaign, online videos, retail rollout, social campaign, influencer amplification and PR event in the upcoming months. “Hydrate as you create” turns Philips’ product innovation into a simple proposition: styling and hair care are not opposites. The innovative technology in this new line of products help women achieve the style they want while caring for their hair at the same time.

Styling vs Care

Hair styling is an everyday act of experimentation. Women try new looks, discover what works for them and continually evolve their style. But repeated styling also used to damage your hair. Aqua Edition offers a new answer to that tension, by actively hydrating your hair during styling. The result is “Hydrate as you create”: the campaign revolves around the innovation in the new Aqua Edition that puts an end to the trade-off between beauty and hair health.

The campaign brings this idea to life in a premium, confident, and optimistic creative world. Rather than presenting hair as something that needs to be perfected, the work celebrates the real relationship women have with their hair: personal, experimental and constantly evolving.

Innovation vs Connection

For Philips, the campaign provides a way to make a product innovation relevant and emotionally engaging. For Cheil, it meant finding the human tension within the technology and turning it into an idea that is simple, relatable, and scalable.

Aymen Mnif, General Manager, HairCare at Philips: “From the start, Cheil Benelux looked beyond the technology and found the human tension at its heart. Together, we turned that tension into a simple, relatable idea that brings Philips’ innovation to life in a beautiful way.”

Tim van der Sijde, Managing Director at Cheil Benelux: “We had a clear dual ambition: to strengthen Philips’ position in the premium segment, while introducing the new Aqua Series in a way that truly connects with people. It’s our job to turn technical innovations into stories that touch hearts. Bringing that story to life consistently across so many channels, touchpoints and countries was a complex challenge, but we are proud of the end result.”

The global Philips Aqua Edition campaign launched first across Eastern Europe, running from October to November in seven countries, with further markets worldwide to follow.

Source: Cheil Benelux

  Advertising, Campaign, Cheil, Cheil Benelux, Marketing, Philips