Braun (P&G) will release an electric shaver “Series 9 Pro” with a replacement “facial head” on September 30. The price will be around 50,000 yen and up. The company will accept reservations from August 17.
The Series 9 Pro is the top-of-the-line model of Braun electric shavers. The newly announced facial head was developed to allow the product to be used as a facial machine as well by replacing the head.
At the presentation held online on August 10, Brand Manager Yusuke Nishizawa introduced the results of a survey that showed that one out of three Japanese men has a skincare habit, and that 70% of them take care of their skin every day. He also said that the men’s skincare market is expected to grow to 226 billion yen by 2021, and that significant growth can be expected in the future.
The facial beauty head developed in response to these needs generates a weak magnetic force that, together with the ultrasonic vibration of the head, allows lotion ingredients to penetrate deep into the skin. The company claims that it is effective in penetrating most moisturizing ingredients, such as glycerin, and can be used with any skin care product.
Mr. Nishizawa demonstrated spraying lotion on paper and comparing hand-application and facial equipment head. It was confirmed that the lotion penetrated up to the 12th layer with the facial equipment head, whereas it penetrated up to the 9th layer with the hand-applied lotion.
The initial lineup will include two products: a model that comes with a facial head with an alcohol cleaner and a model that comes with a facial head with a charging stand. Prices are expected to be around 69,000 yen and 50,000 yen, respectively.
Compared to products that do not come with a facial head, this adds 5,000 yen to 7,000 yen, but Mr. Nishizawa explains that this is a bargain compared to typical facial equipment, which costs 20,000 to 30,000 yen, with the most expensive ones costing over 100,000 yen.
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