October 4, 2006 It seems the human body is so attuned to the rhythms of the sun that simulating its dawn is actually highly beneficial. Royal Philips Electronics has utilised the simulation in developing a new, medically proven wake-up lamp, which emits light that gradually increases to the intensity you have selected, simulating the rising sun in your bedroom thus gently preparing your body to wake up. The light falls on your eyes and sends your brain a message to reduce the production of melatonin, the sleep-inducing hormone. Over 30 minutes, the natural light gradually increases to reach the optimal intensity to wake you up at the set time, in a pleasant manner that leaves you feeling energized and ready to wake up. The light intensity can also be adjusted to your own personal preference. The Wake-up Light will be available exclusively in France in October 2006 with a rest-of-Europe roll-out in 2007.

The lamp is one of a number of innovative new products and innovative concepts based on Philips ‘sense and simplicity’ brand positioning which were unveiled this week at the 2006 Philips Simplicity Event at London’s ExCeL exhibition centre. Philips also revealed at the event, a sample of potential products nearing market readiness that have evolved from earlier Simplicity concepts.

Research undertaken by Philips among consumers worldwide has shown that achieving and managing a healthy lifestyle is increasingly important. Worldwide life expectancy is rising steeply, with estimates showing 19 million people over 85 by 2050 compared with three million in 1994 (Source: U.S. Census Bureau). The resulting rise in healthcare costs will shift the focus of clinical healthcare from curing to prevention and the overall responsibility for taking care of health will shift from governments and the medical community to the individual. Already consumers are seeking new, and easier ways to achieve this.

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