Braun (P&G) will release its top-of-the-line electric shaver, the Braun Series 9Pro+, on August 25, with reservations being accepted from August 1.
The company launched the top-of-the-line Braun Series 9Pro model in August 2021, and in September 2022 began selling a model with an attached facial head.
The new Braun Series 9Pro+ inherits the latest cutting technologies such as the Pro Blade, frizzy beard catch blade, and deep catch mesh blade, while upgrading the Kiwazori blade, which can cut down ingrown hairs and firmer beards. The shape of the blade has been made sharper and its width changed to enable an efficient deep shave. The design of the washer that comes with some models has also been upgraded. It now has a more luxurious appearance.
Different packages are available depending on the accessories, and the lineup includes one that comes with a facial head, one that comes with a charging travel case, and one that comes with a charging stand instead of a cleaner. On the mail order website of a major electronics retailer, the 9517s, which includes the shaver itself, a charging stand, and a case, is priced at 46,800 yen.
At the presentation held on August 1, Braun Senior Brand Director Kensuke Suji said, “A decade ago, there was a strong need among Japanese people to have smooth beards, but over the past few years, the needs have become more diverse, and the ideal style that each person envisions has changed,” and introduced the launch of the Body Groomer last year. He also introduced the launch of the Body Groomer last year.
The Series 9Pro+ is an innovation of our best shavers,” he said.
Mr. Hiroki Ueno, Braun Senior Brand Manager, pointed out that people are becoming more conscious about their personal appearance as they have more opportunities to remove the mask they used to wear for the Corona disaster. On the other hand, he explained that about half of men in their 20s to 40s still have problems with unshaving and evening beards, and that surveys show that they are concerned about unshaving under the chin and under the nose, and that the Series 9Pro+ is aimed at solving these issues.
While the number of blades on competing shavers is increasing, the head is designed in the same way as the Series 9Pro, but Mr. Suji explained that “increasing the number of blades and making the head larger has advantages for flat areas such as the cheeks, but on the other hand, it will compromise the adherence to the area under the chin and nose,” and that the 28mm On the other hand, if the number of blades is increased, there is an advantage in flat areas such as the cheeks. There are no plans to increase the number of blades in the future.
The alcohol-based cleaner is also a feature of the series, and there is renewed interest in its cleanliness in the Corona disaster. Mr. Ueno emphasizes that the cleaner also has the effect of prolonging the life of the blade, and although it costs more to run, it can keep the blade shaving like new for 18 months.
According to Mr. Suji, while maintaining compatibility with the Series 9Pro cleaners, the cleaning solutions have been updated, and the Series 9Pro+ ones are slightly more effective in cleaning. The replacement cleaning solution will be switched to the latest version in due course.
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