Incandescent reflector lamps aren't by any means unusual, appearing in a variety of sizes and variations on this sort of shape for a long number of years now.

Philips seemed to have started pushing this new, more compact lamp at about the same point that the smaller (PS50 I think) conventional bulbs started to appear.  The most common size I of reflector lamp similar to this which tends to pop up in up-lighters, desk lamps and the like is the 64mm (R64) version of this lamp.  This smaller version however has started to become more common a sight over the last few years and can easily be implemented in any role that the R64 was intended for - however in some cases where the lamp is actually visible and the fitting is designed around it, the increased gap at the edges can look a mess.

A very common sight through the 1980s and 1990s, these lamps are starting to fade into the background somewhat now though.  New installations are tending to make heavier use of halogen incandescent or compact fluorescent technology.  Especially given that the higher, 60 and 100W versions are now becoming hard to find.  Even LED lighting is starting to poach what was once the prime territory of the R64 and R50 lamps.