Philips introduces new ambassador: photographer, Justice Mukheli

Meet Philips’s newest ambassador, passionate photographer and visual arts enthusiast, Justice.

December 5, 2013

Johannesburg, South Africa – Philips is proud to launch the AT610 shaver in conjunction with Justice Mukheli. By day, he fulfils his role as Art Director and when that is done, he spends his time photographing the world around him as he sees it.


While wearing his photography cap also runs an enthused photography blog called “I See A Different View”, which aims to capture the world around him in as honest a way as possible. He creates art that communicates the truth about where he is from- from an insider’s point of view, and not from that of an outsider looking in.


Inspired by South Africa’s rich heritage, music, his twin brother Innocent, best friend Vuyo Mpantsha and his mentor Neo Mashigo, this visual arts enthusiast spends his free time doing things that feed his creativity. Justice explains that he shoots the world around him how he sees it. “We create art that communicates the truth about where we are from. Our work communicates this truth from a point of view of someone from the inside, not someone from the outside looking in…which can never be completely accurate and honest.”


Justice realises that it’s all about good energy and hard work. “Just being cool will never pay your bills,” he smiles. “Rather invest your time in your passions and don’t try to be someone you’re not. And remember, have faith in yourself – faith can move mountains.”


Justice realises that it’s all about good energy and hard work, describing his personal style as easy, fun, brave at times and classic. When it comes to grooming, Justice regards it as an opportunity for men to make an effort to look good and fresh. “As men, we tend to not care about ourselves as much as we should. We forget that ‘if you look good, you feel good’ and everyone around you will then also have a positive vibe about you.”


Philips is delighted to have someone as driven and passionate as Justice on board as an ambassador for the CareTouch.


“Justice has the most creative spirit you are likely to find in a young man. His driven and entrepreneurial nature makes him an ideal candidate to represent the Philips AT610 and we look forward to the enthusiasm he will bring the role of representing male grooming and shaving for Philips” says Jolene Roelofse, Philips Marketing Manager for Personal Care.


Research conducted by Philips South Africa has indicated that most men in South Africa are prone to developing ingrown hairs and resultant skin irritation (‘razor bumps’) caused by shaving, which is an issue that Justice is familiar with. With such sensitive skin, he is not one to frequent the barber and has not been one to shave regularly, but this is largely due to not having the right tools for the job. Having been introduced to the latest addition to the Philips range, he is extremely keen to experiment and see what he looks like with different facial and hair styles. His personal Philips style is The Snapper. The AT610, which is designed to be gently on the skin and to prevent nicks and cuts, will ensure that razor bumps become a problem of the past for Justice. 


The launch of the AT610 reinforces Philips’ global and local leadership position in the male electric shaving market and its commitment to bringing innovative solutions to the African market.


The new Philips AT610 range is now available for R399 at Clicks, DisChem and Checkers stores retail outlets nationwide. For more information please visit or call 086 108 4456.

For further information, please contact:

Jolene Roelofse
Marketing Manager: Personal Care
Consumer Lifestyle, South Africa
Tel: +27 11 471 5254

About Philips

Royal Philips (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 118,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming, home and portable entertainment and oral healthcare. News from Philips is located at