Philips sues P&G over electric shaver ads

NEW YORK, Dec 17 (Reuters) - A unit of Koninklijke Philips Electronics NV (PHG.AS) sued Procter & Gamble Co (PG.N) and its Braun unit on Monday, alleging advertisements for Braun's new Pulsonic electric shaver deceived consumers.

The lawsuit, which was filed in U.S. District Court in Manhattan, comes as the two compete for market share during the key holiday buying season.

Philips Domestic Appliances and Personal Care Co sued Braun and P&G, saying the technology used in the electric shaver was not revolutionary as Braun claimed in advertisements, according to the complaint.

Philips said the defendants claimed that Pulsonic emits "over 10,000 micro-vibrations per minute through the shaver head to gently stimulate the skin, causing it to ripple, which helps expose and shave more hairs with every stroke."

"Defendants' advertisements are fraught with false assertions and deceptive images used to promote this new 'sonic' technology," Philips alleged. "Under any legitimate scientific scrutiny, defendants' claim of a 'revolution' in shaving technology with 'unique sonic pulsations' fails."

Philips said it sells about half of its shavers in the final three months of the year and asked the court to block P&G from making those claims.

"Defendants' sonic campaign of deceit is set to influence the most important selling season for electric shavers: the holiday buying season," it said.

P&G, which makes household and personal-care products ranging from Pampers diapers to Folgers coffee, could not be reached immediately for comment.

(Reporting by Paritosh Bansal; Editing by Brian Moss)

((paritosh.bansal@reuters.com; +1 212 393 9461; Reuters Messaging: paritosh.bansal.reuters.com@reuters.net)) Keywords: PHILIPS P&G/SUIT

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