Philips Norelco Launches 'Deforest Yourself. Reforest The World.' Initiative by Offering to Plant One Tree for Every Bodygroom Sold

Grooming Leader Partners with Carmen Electra and the Arbor Day Foundation to Kick Off Initiative with a $75,000 Donation Because the Only Time Deforestation is Acceptable is When It is On the Body

Apr 30, 2010, 06:00 ET from Royal Philips Electronics

STAMFORD, Conn., April 30 /PRNewswire/ -- In celebration of National Arbor Day, Philips Norelco is issuing a challenge to all Americans: "Deforest Yourself. Reforest the World."  For years, Philips Norelco has been the go-to grooming partner to help guys keep their "hedges" trimmed, but the reality is that the world's forests are dwindling by the minute.  Philips Norelco, the expert in "bodily deforestation," is partnering with the Arbor Day Foundation in support of the organization's mission to inspire people to plant, nurture and celebrate trees as well as help address the overgrown issue of deforestation in the world.  Starting today through June 30, 2010, Philips Norelco will commit to a donation of $75,000 -- planting a minimum of one tree for every Philips Norelco Bodygroom product sold, up to 75,000 trees.

Philips Norelco kicked off the "Deforest Yourself. Reforest the World." campaign today by teaming with model and actress Carmen Electra and challenging the hairiest men in New York City to "leaf" nothing to the imagination for a chance to have their chests "deforested" by the star herself in front of a crowd in tree-lined Madison Square Park.

"It's nice to know that Norelco is there to help guys keep their natural wilderness under control -- no machetes required," said Carmen Electra.  "I'm excited to have my chance to show these men the acceptable way to 'deforest,' while doing a small part to help address the 'hairy' issue of deforestation in the world at the same time."

Consumers can visit to show their support for this important cause, receive tips on how to keep their own "personal forests" under control, and learn how their efforts can help increase the number of trees in parks and public areas. Visitors to the site can create a virtual version of themselves, complete with their very own virtual "hottie," and play once each day for a chance to instantly win a new Philips Norelco Bodygroom Pro featuring a revolutionary 3-D pivoting shaving head to help men mow down even their most unruly lawns. They can also enter the Sweepstakes Drawing for a chance to win the prize of an "Outdoor Adventure Like No Other,™" their choice of one of the following: surfing on the North Shore in Hawaii, a whitewater rafting trip in Colorado Springs, a golf outing in North Carolina, or a deep sea fishing excursion in the Florida Keys.(1)

"We here at Philips Norelco understand that many men have forests that need to be tamed, and we're happy to provide the tools needed to keep that growth in check," said Jacopo D'Alessandris, Vice President, Marketing at Philips Consumer Lifestyle.  "But the environment is a different story, which is why we're proud to partner with the Arbor Day Foundation to help reforest the areas that need it the most."

By partnering with the Arbor Day Foundation -- the largest nonprofit membership organization dedicated to planting trees -- Philips Norelco is encouraging its consumers to take an active role in both learning about and addressing the impact that the diminishing number of trees has on our country and on the world.

"Norelco's commitment to planting trees is a fantastic example of how corporations and their consumers can make a positive impact on our environment while having a little fun at the same time," said Brad Brandt, Reforestation Manager at the Arbor Day Foundation. "This is a unique way for people to help plant trees in our nation's forests. The trees planted by Norelco will clean the air, help clean drinking water for millions of Americans, provide habitat for countless wildlife species and will help reinvigorate our nation's forests for future generations to enjoy."

Consumers still in need of "bodily deforestation" can also visit to purchase a Philips Norelco Bodygroom Pro.

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For further information, please contact:

Philips Consumer Lifestyle


Ilissa Wood

Jessica Defilippo



About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified Health and Well-being company, focused on improving people's lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of "Sense and Simplicity". Headquartered in the Netherlands, Philips employs more than 118,000 employees in more than 60 countries worldwide. With sales of EUR 26 billion in 2008, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at

About the Arbor Day Foundation

The Arbor Day Foundation is a nonprofit, conservation and education organization of more than one million members, with a mission to inspire people to plant, nurture and celebrate trees. More information on the Foundation and its programs can be found at

(1) No Purchase Necessary for Instant Win Game/Sweepstakes. Must be 18 or over. Additional restrictions apply. See Official Rules at website.

SOURCE Royal Philips Electronics