Philips
Beard Trimmer 9000: A new level of precision to men’s grooming
The unique
Philips Laser Guide projects a sharp red line of light on the cheek, jawline or
neck exactly where the hairs will be cut, so that men can get a perfectly precise
symmetrical look, whether it is a three day stubble or full beard.
The Middle
East being one of the key markets for male grooming, and with the rise in
trendy facial hair styles that locals sport, research has been conducted in the
region to gain valuable consumer insights. Philips strives to bring innovations
to the region.
The Middle
Eastern man is proud of his heritage but also wants to be an international
citizen of the world. Results include the fact that he would invest time and
effort to select his preferred facial hair style. However, his limited
awareness and confidence to get it right makes him rely on experts to create a
look for him rather than do it himself. Also, the youth are more willing to
experiment than adults who are more than content to stick to the
tried-and-tested.[1]
The lack
of tools to get the perfectly outlined beard and the need to do it at home
perfectly is what mainly Philips took on board when they started with the
development of the laser guided trimmer back in 2009.
“We
regularly talk to men about their grooming needs and help with precision and
symmetrical styling is something that regularly comes up. We identified quite
quickly that men would need some sort of light or laser guide for ultimate
control,” explains Ozlem Fidanci, Vice President and General Manager Philips
Consumer Lifestyle Middle East & Turkey.
“As a next
step, we worked closely with some of these men to establish the desired shape,
angle, thickness, width, and color, ultimately landing on this concept. We then needed to crack the
technical challenge of actually creating a laser guide that was of high
quality, easy to use, very safe, affordable and durable.” And with success: Around
80 per cent of men who tried the Philips Beard Trimmer 9000 at home said it gives
them the ultimate control and precision to create exactly the look they want.
Instant laser technology
“The eye
is a better optical sensor than for example a high quality camera, which says
something about the standard of quality we had to strive for. The development
of a clear, sharp and thin line required a lot of state-of-the-art equipment, as
well as strong expertise in geometrics, optics and precision engineering, but I
am proud to say that our experts have successfully managed to create a beard
trimmer like no other in the world.”
Dual-sided for greater precision
The
Philips Beard Trimmer 9000 features a similar dual-sided cutting element to the
one used in the popular Philips StyleShaver. Men can use the main trimmer to
get perfect straight lines on the face and neck, and the precision element to
get the details right on troublesome areas around the nose and lips. The
Philips Laser Guide has been optimized to work on all skin tones and is proven
to work on all hair types and in all lighting conditions.
Key features
·
Dual-sided trimmer for
detailing with 32mm and 15mm sides to suit all areas of the face
·
17 lock-in length settings
from 0.4mm to 7mm (0.2mm steps) to easily set desired length
·
100 per cent waterproof for
easy cleaning
·
Rechargeable, with 60
minutes cordless power and a one-hour charging time
·
LED display indicates
chosen length setting and battery charge
The
Philips Beard Trimmer 9000 is priced at AED 649 (RRP) and will be available from
October 2013 in all leading hypermarkets and electronic retailers. For more information please see [http://www.mea.philips.com/].
[1] According to
Nielson research commissioned by Philips Middle East – September 2013: Insights
on male grooming in Saudi Arabia and UAE
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