Goliath vs Goliath: How We Helped Philips Reclaim Market Share

Philips – Oksana Slusarchuk – Consumer Marketing Leader Philips – Inna Shevchuk – Consumer Marketing Manager Philips – Vladyslava Syromlia – Regional Assistant MCC CEE / Influencers Manager UA Be—it Agency – Miroslava Gribova – Managing Director Be—it Agency – Yaryna Martyniuk – Senior Account Manager Be—it Agency – Vladyslava Kiskina – Account Manager Be—it Agency – Anastasia Holumbiovska – Account Executive Be-it Agency – Anastasia Hashuk – Account Executive Be—it Agency – Anna Plyuschevska – Creative Director Be-it Agency – Natalia Andriietti – Senior Art Director

The return of the Dyson Airwrap pushed Philips out of its leading position in the styler market. Our response? We turned social media into our primary communication channel for Philips SenseIQ — addressing the questions that mattered most to our audience and focusing on the competitor’s weak spots: hair health and long-lasting styling. We quickly realized that our audience wasn’t looking for beauty advice on Google anymore — they were turning to TikTok and trusting influencers more than traditional ads. And since standard TikTok ad tools weren’t available in Ukraine, instead of building a single brand account, we launched a full-scale community of Philips SenseIQ ambassadors. Influencers, experts, and demonstrators offered haircare tips while showcasing the benefits of our stylers. Influencers shared real impressions, highlighting styling hold and hair improvement. Trichologists explained how SenseIQ technology protects hair from overheating and damage. Meanwhile, our Philips demo team educated users on how to recreate salon looks at home. The result? In just two months, we reinforced our position in the premium segment: teaching women how to care for their hair with the Philips SenseIQ line, growing our market share by 7.9%, and dramatically closing the gap with Dyson.