Philips, a multinational technology brand, showcased its smart door lock and safe box lineup on Tuesday, highlighting key features such as biometric unlocking, digital PIN codes, and anti-theft protection as it launched a new campaign that repositions its home security messaging around trust.

The move comes as smart locks and connected home security devices have become increasingly common in markets worldwide, with biometric authentication — fingerprints, facial recognition, and other body-based identifiers — now standard on many mainstream models rather than a premium-only feature. Positioning security products around lifestyle and reassurance, rather than threat prevention alone, reflects a broader shift in how consumer electronics brands market connected home devices.

Through its new “Unlocking Quiet Luxury” campaign, the brand said it aims to shift a home security market that has long relied on fear to sell — emphasizing how many codes a device can store or how much force it can withstand — toward a simpler, trust-based approach, as smart technology can now identify who should be granted access.

“We are shifting smart security from being complex or intimidating into something more seamless, where access is within, keyless, and intelligent,” Avelyn Lim, vice president for Larx Trading, the exclusive distributor of Philips Smart Locks in the Philippines, said during the campaign’s launch.

“Your home doesn’t just feel safer, it feels easy, it feels certain,” she added.

At the launch event, Philips demonstrated at least four smart door locks and four safe box models to members of the media.

All four smart door locks — the Philips DDL720, DDL610, DDL505, and DDL902 — share common core entry features, including versatile multi-access authentication such as fingerprint scanning, PIN codes, and key tags, along with mobile app integration through the Philips Home Access app for remote monitoring and real-time security alerts. Such multi-method entry has become a common selling point in the category, as it lets households combine convenience for daily use with backup options when one access method fails.

Positioned as the high-end model, the Philips DDL902 uniquely features an advanced triple-camera design for panoramic doorstep monitoring, touch-free palm vein recognition, 3D facial recognition, and a large 4.7-inch indoor IPS display panel.

Meanwhile, Philips safe boxes incorporate quick-touch fingerprint scanning backed by PIN entry, and are built with fireproof and anti-theft protection.

They also include smart alerts that send intrusion and vibration notifications directly to users’ phones.

Philips said its safe box lineup is suitable for both residential and office use. — Edg Adrian A. Eva