PRICE DEVELOPMENT OF ELECTRIC SHAVERS - Bas Snippert ...

Evolutionary Product Development
Electric Shaver
Bas Snippert // s1152734
Industrial Design Engineering // University of Twente

TABLE OF CONTENTS
//INTRODUCTION//HISTORY//PRODUCT PHASES 1
//TIME LINE//PRODUCT PHASES//ENVIRONMENT 5
//PRODUCT FAMILY TREE 7
//PRICE DEVELOPMENT 9
//PRODUCT COMPARISON 10
//BIBLIOGRAPHY 11

1//INTRODUCTION//HISTORY//PRODUCT PHASES HISTORY//PRODUCT PHASES//2
Introduction
Before electric shavers were invented, safety razors were the first shaving tools to be powered by electricity. As early as 1898 the first patent for an electric
safety razor was filed. A man name John F. Rourke residing in New York was the officially the first who filed this patent (1). From the patents it becomes
clear that the safety razor uses an electrically powered motor that somehow drives the razor head. Another patent shows an ‘electric automatic safety
razor’, filed by Isaac. N. Brigham (1). The first commercial electric safety razor was available in 1913: The Lek-Tro-Shav for which patents were granted
in 1913 and 1917. From there several different electrical and mechanically powered safety razors became available.
In 1910 Jacob Schick retired from the army and started doing gold exploration in Alaska and British Columbia. When he sprained his ankle one day, he was
unable to move away from the exploration camp. Colonel Schick, who from an early age proved to have talent for invention, found it difficult and irritating
to ‘wet’ shave himself under the cold weather conditions. Having been restrained to staying in the camp, he started to come up with a solution to this shaving
problem. This is when he came up with a shaving head powered by an external motor. Rather obviously his first design was rejected by manufacturers
and by that time the second World War forced him to put his plans on a hold. During WWII Schick returned for duty as Captain and left the army again in
1919 as Colonel. He resumed his workings on improving his first electrical shaver design to fulfill his dream of creating the perfect dry shaver. To support
this process he required funds, which led him to create another shaving product: the Magazine Repeating Razor. These were safety razors inspired by the
firearms he knew from his army periods, which prevented men cutting themselves when changing blades on their razors. In 1925 he started a company
under the same name which in 1926 started selling the Magazine Repeating Razor.
In 1927 Schick believed his dry shaver design was finalized. This design consisted of a small motor connected to a reciprocating shaver head through
a flexible shaft (2). Consequently he sold his razor company to the American Chain and Cable Group to gain sufficient funds for commercializing his dry
shaver. In 1929 his dry shaver went to the market and from 1930 this was done as Schick Dry Shaver Inc. Initially his sales were not very high, but after
upgraded models were marketed this changed. Finally in 1935 the Schick Model S was developed and marketed, which increased sales (1,5 million shavers
sold within two years) (3).
From there on other brands also started to rise up with similar electric shavers. Some years later a different type of electric shaver was introduced to the
market. This was the first Philishave electric shaver by Philips. During the rest of report on the product phases there will be focused on the Philips electric
shaver, since this is the most renowned and successful electric shaver until this date.
Performance
During the depression in the 1930s, as with many companies, Philips is looking for new profitable products. Therefore a Philips employee was sent to the
United States to explore new possible product groups. He returned with a suitcase full of electric shavers, supposedly several brands such as Schick,
Remington, Zephyr and likely a Roto-Shaver which has a screen with two rotating blades underneath it. These electric shavers inspired Dutch engineer
Alexandre Horowitz to develop his own type of system. He took of the ‘lawn mower’ type of shaving head from the Zephyr and replaced it with his own
system: the first Philishave rotary cutting system (4). This consisted of three ‘chisels’ that rotated under a shaving head containing slots. At first Philips
head management was not impressed with his system. However, after head manager Frans Otten tried out both the Philishave prototype and an electrical
shaver from the suitcase, he was convinced and gave green light for production.
In 1939 the first Philishave hit the market. The first Philishave (7730), which acquired the nickname ‘Cigar’, was of simple design. It had a Bakelite body,
3 bronze cutters which quickly became blunted and only shaved a small area of the face. These characteristics clearly reflect the properties of the first
product phase. The first updated models (7736 in 1941 and 7733 ‘Steelbeard’ in 1946) mainly improved on performance through adding 3 cutters, replacing
the cutter material with steel, increasing the shaving head size and adding an additional ring that stretches the skin around the shaving head (5). These
improvements reduced both shaving time and skin irritation. The main production methods for eletric shavers in general at this time (including Philishaves)
rely on early injection molding techniques. The special Philishave heads are assumingly produced with deep drawing methods. Around this time Philips set
up a dealer network and trained salesmen in selling electric shavers, which all added to the success of the 7733 ‘Steelbeard’ Philishave.
2 3
4
5
1
7 8
9
10
11 12
6
Optimalisation
After World War II, things changed in the electric shaver market. Most dry shavers consisted of black Bakelite bodies, which became out of fashion. Both
Philips and Philips’ competitors changed the colors of their shavers to cream white, made of urea-formaldehyde. In 1947 Philips entered the US market
under the name Norelco. Since their old ‘Steelbeard’ Philishave went out of fashion, a new design was made for the US market entry. The new model (7737
nicknamed ‘Mouse’) had a synchronous motor, which turned out to have problematic functionality. Therefore soon a new model was developed to replace
the 7737. In 1948 the 7735 ‘Egg’ designed by famous American industrial designer Raymond Loewy replaced the ‘Mouse’ (6). These new models have the
shaving head mounted on the side and a more ergonomic body in contrast to the unidirectional shaped ‘Steelbeard’. The fact that Philips chose a renowned
American designer shows the growing importance of (for that time modern) design. Of course choosing Loewy also ensured Philips of a fitting design for
entering the US market with their shavers. Notable is the fact that Raymond Loewy also designed a dry shaver for Schick in 1942 and a Remington shaver
in 1948.
On the US market many competitors of Philips shavers introduced shavers with two shaving heads. This was a considerable advantage over the relatively
small single rotary cutter from the Philishave. Because of this competitive disadvantage, Philips developed a model with two shaving heads as well (7743),
which boosted their success to a point of breaking the sales records (7). Not only on the US and Dutch market did the Philishave 7743 ‘Doubleheader’
well: in 1954 in France 75 percent of all electric shavers sold were Philishaves. As early as 1956 did Philips experiment with a triple headed Philishave in
Australia, because a failed experiment there would not affect the European market. In the rest of the world Philips focused on improving the double headed
shaver since it still had not reached the end of its market potential.
Itemisation
In 1957 Philips introduced the ‘Fliptop Cleaning System’. A button on the side of the body unlocks the shaving head, which made it much easier to clean
(previously one would need to take the shaver apart to clean it). The SC 7910 ‘Pipe’ and SC 7914 ‘Speedshaver’ (1961) were also redesigned, now having
a new body shape with two colors (8). In 1959 the next model was launched which had two larger ‘Floating’ shaver heads that fit the face contours better.
Later on also so called ‘Magical circles’ on the ‘Microgroove’ shaving heads allowed a closer shave. Meanwhile the promotion of Philishaves expands
from adverts in newspapers and magazines (e.g. Popular Science) to TV with movies such as ‘Rear Window’ and ‘The Long Wait’ both from 1954 where
Philishaves are used. Also famous figure ‘Humphrey Bogart’ uses an electric shaver in the movie Sabrina Fair.
Compared with the previous phase, the focus of developments slowly shifts towards added functionality and use comfort since performance becomes
stable and acceptable. More focus on design and ergonomics can be detected. Later on, in 1965, additional functionality was added when the SC 8010
was introduced, which had a built-in trimmer. This helps the Philishave to keep up with some competitors (e.g. Braun in 1953) which already had a trimmer
for some time.
In consumer tests (Dutch Consumer Guide in 1959 and 1964) show that the Philishave evokes least skin irritation, produces least noise from the motor,
shaves long hairs well and is most comfortable in usage. Disadvantages of the Philishaves: the advertised advantages of floating heads in practice did not
live up to expectations and the carbon brush in the electrical motor wears out over time which reduces durability of the Philishave. A US Consumer Report
in 1959 decided that the Norelco shaver was the slowest model, landing it on the last place. Since shaving faster has everything to do with increasing the
chance hairs are caught in a shaving head, expanding the Philishave with another shaving head is the next logical and major step to take; in 1966 the triple
headed Philishave was launched worldwide, becoming the standard for the high price segment of Philishaves (9). Doubleheaders were not discontinued,
but rather presented as the cheaper alternative to the triple headed shaver. The shaving heads were also improved with 30 more slots and in 1975 the
number of ‘chisels’ per head were increased to 12. Also in 1975 the ‘Telephone Hook’ design was introduced (10). The design of the SC 8130 from 1966
was relatively edgy, compared to the new ‘Telephone Hook’ design of the HP 1126, which has rounded edges.
In 1980 the ‘Double Action’ or ‘Lift and Cut’ system was introduced by Philips. This system encompasses self-sharpening blades: 15 blades that lift the
hair and 15 blades that cut the hairs. The Philishave HP 1601 ‘Rota 80’ had quite a different design from the previous TH Philishaves: the shaving head
was placed in line with the body (11). In 1983 new electronic motor developments allowed for new a new design, returning the design to the head being
placed 45 degrees on the body. This altered ‘Telephone Hook’ design can still on some level be regarded the dominant design for most Philishaves up to
this moment (12). One other major new functionality is the rechargeable battery in the shaver. Earlier in the development of the Philishave did Philips experiment
with this concept (1952 a modified ‘Egg’ could run on batteries, 1963 the Cordless or ‘Penguin’). In 1965 the first rechargeable shaver is produced
by Philips, but became successful in the 1980s when technologies were improved. The usage of rechargeable batteries in the shaver also stimulated the
development of what is now called the ‘minutes left’ display, showing remaining minutes until the battery runs out.

3//HISTORY//PRODUCT PHASES HISTORY//PRODUCT PHASES//4
Segmentation
Recognizing different segments was something Philips started doing early on in the shaver development. In 1931 Philips released the 7735 ‘Beautiphil’, a
modified regular 7735 model (13). The female shavers later on are given the name Ladyshave by Philips and after some modified double headed Philishaves
are marketed as Ladyshaves, a new model is launched in 1957: the SC 7780, which has an entirely new shape compared to previous Philishaves and early
Ladyshaves, but still only a modified single shaving head (14). Colors used remain being adjusted to female’s tastes during that time. In 1959 Philips introduces
the 7787 ‘Coquette’ nicknamed ‘Lipstick’ because of its pink body and gold colored metal head/bottom (15). The packaging and manual are heavily
fashion oriented and everything is feminized to the 1950s female taste (particularly by US women). The packaging says ‘Made in Holland, Styled in Paris’
showing the effort of Philips to market a fashionable and cosmetic-like product. Some versions of the Coquette contain pads impregnated with perfume in
an effort to mask the odor of oil. Later on in 1960 Ladyshaves take on the oscillating foil headed shaving systems (similar to Braun and Remington models)
which further separates the Ladyshaves from the Philishaves.
Early cordless electric shavers were marketed especially for the travelling man (e.g. Braun Intercontinental, Philishave Sportsman/Cordless), showing an
early type of segmentation. However with the development of rechargeable batteries allowing more effective usage in electric shavers, most of them became
packed with a rechargeable battery, making this standard. Later on, young adults were another segmented group of men that got the attention of
electric shaver manufacturers. This was because of market research showing that someone who starts shaving electrically (or wet) most likely will stick to
shaving according to this method. In 1983 Philips created a double headed model that would fit the taste of this target group: the ‘New-Wave Junior’ was
a cheap double header model. In 1985 the ‘Tracer’ was launched for the young adult target group (16). This shaver colored red or blue was accompanied
by a similarly brightly colored advertisement campaign, full of cool and manly items (motorbikes, women adoring freshly shaved men, typical 80s rock
soundtrack, etc.). The triple headers remained as high price segment shavers. 1990 a new coating gave a softer tactile sensation and the design became
rounder, ergonomically more comfortable and increasingly expressive (from the 975 model and on).
Promotion is heavily focused on TV commercials (e.g. the ‘Tracer’ commercial as mentioned before) and Philips advertises through Hollywood, for example
via various James Bond movies (‘A View to Kill’ in 1985 (17) and ‘Die Another Day’ in 2002 (18)). Also sponsoring becomes an integral part of their promotion,
for example having the Philips logo on Formula One racing cars of the Williams racing team.
Remarkably in 1991 the new Design Manager of Philips (Stefano Marzano) decided to take on a new human design philosophy: he concluded that market
segmentation would be over and therefore target groups and high-tech design are abandoned. The first result of this philosophy was the new Tracer in
1995. In the design similarities to the automotive industry are visible and round, asymmetrical shapes and metallic colors are driving factors of the new
design.
During the 1990s wet shaving companies (e.g. Gillette, Wilkinson) started aggressive advertisement campaigns to win over men to wet shaving, by labeling
wet shaving the shaving method for real men in contrast to less manly electric shaving. Likely in a response to this Philips introduced the ‘Cool Skin’ model
in 1996 (development took several years); a triple headed shaver containing Nivea for Men which can be released with the push of a button (19). This gives
a similar sensation to wet shaving and additionally prevents skin irritation or the feeling of an irritated skin. The introduction of the Cool Skin shaver may
be viewed as a product for the target group of wet shaving men. From Philips’ research it became clear that most men using Cool Skin shavers are former
wet shavers.
In 1996 the new design philosophy brought about a new triple headed shaver, the HQ 5000 series with ‘Reflex Action’ (both shaving heads and shaving
holder can now move relatively to each other, increasing adaptavity to face contours). (20) For shavers in the high-end segment, unorthodox colors were
introduced. Accordingly with the newly colored shavers an advertisement campaign together with Dutch painter Corneille was launched. A huge 22 feet tall
shaver was created and painted and toured through Europe.
Philishave HQ series (and presumably all series thereafter) are mass produced through several conventional and unconventional methods, which will be
discussed for some of the most important parts of the Philishave. The body still is being produced through injection molding, although now fully automated
and with much higher quality than earlier models. The shaving heads are produced through deep drawing in several steps (up to ten molds are needed) and
the so called ‘snapspring’ is produced by ‘punching’ (related to deep drawing) which is used only for complex products due to its high costs (21). The polycarbonate
dustcap is made through Sinker EDM (Electrical Discharge Machining), an unconventional technique developed in 1952. Cutters are produced
with Wire EDM since this allows very precise and small dimensioning of the cutters. Text and symbols on the shaver and shaver heads are laser marked, a
relatively new technique developed in the 1960s.
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21
13 14
15 16
18 19
20
22
25
26
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24
27
Individualisation
In 2002 Philips introduced the HQ 8000 series (22). This series contains an improved ‘Lift and Cut’ system (23). Moreover it introduced adjustable pressure
of the floating heads. This way the pressure level can be adjusted per skin type (‘Personal Comfort Control’). This can be viewed as some form of personalizing
and thus individualizing the Philishave, since the user can influence the functionality of the product. However this may be more of a marketing ‘trick’ than
a true step towards individualization, because of the pre-determined possibilities of the ‘Personal Comfort Control’ merely giving the illusion of ‘customizing’
the shaver.
In 2005 the ‘SmartTouch’ and ‘Speed-XL’ shavers are introduced (24). Here performance is further perfected with pivoting and flexing shaving heads which
ensure continuous contact with the skin. Furthermore the shaving heads are enlarged to cover a 50 percent larger area on the skin, increasing shaving speed.
The shaving heads are now divided into three tracks (‘Triple-Track’) with both slots and holes.
In 2007 a new Cool Skin model is introduced with ‘Active-Track’, ‘Precision Blades’ and special rings around the shaving heads, which all can be seen as
minor performance improvements and rather as ‘extras’ (25). Mainly the styling of the shaver is redone and became even more expressive, because a new
development in the electrical system allows for new driving of the cutters (one axis from motor to drive three heads). This development also meant a possible
redesign of the high-end Philips shavers.
In September 2007 the Philishave Arcitec (RQ 1060) was introduced (26). Before developing the Arcitec, extensive research was done by Philips, because
the Norelco market share dropped to 50% (compared to 60% in 1978). Philips somehow left the previously stated human design philosophy somewhat,
and got back to researching their core target group (5000 customers between 35 and 54 throughout the USA, Europe and Asia). Philips hoped this would
deliver some concealed customer needs. They found that the electric shaver needs to do better at shaving flat lying hairs in the neck region. Therefore more
maneuverability was desired by its customers, which was answered by creating a larger space between the shaving head and handle, and miniaturizing the
moving parts. During the design phase the customers were closely involved with the process of improving the shaver through many iterative steps. Also by
interviewing their customers, they found a desire for materials that radiate strength, such as the stainless steel in the shaver head. The design team went
through hundreds of magazines and ads aimed at men and used the Motorola RAZR, BMW Z4 Coupe and Volant Skis as basis for the Arcitec materials and
coloring. The final design of the body of the Arcitec entails an ergonomically fit, high-tech and sleek design. In 2010 a new model of the RQ series was
launched: the SensoTouch 3D (RQ 1200). (27) The design became a bit more futuristic and more ergonomic with more expressive colors, compared to the
Arcitec. Furthermore the new ‘Gyroflex 3D’ further improves the ‘Reflex Action’ system from 1996. The body is of a metal frame and the interface is now
touch sensitive.
Adjusting their latest (high-end) models to the exact wishes of the target group shows another step of Philips towards individualization. Since it is hard for this
product group to be really personalized on an individual level, Philips’ efforts up to this moment are likely as individual as it can get for now. Until of course,
new technology allows the individualization phase to truly set in fully.
Awareness
The first signs of the awereness phase showed up early in the case of Philips. According to their dedicated ‘Sustainability’ webpage Philips started in 1970
when they participated in the Club of Rome to minimize the environmental impacts of their products, processes and services. In 1990 they started energy
and emission reduction programs and in 1993 they became a member of the world business council for sustainable development. In 1994 the first environmental
program was set up, followed by many more programs such as the recurring 4 year Ecovision programs. In 2009 Philips reflected on their sustainability
strategy and in 2010 the so called ‘Ecovision5’ program was started with targets such as: bringing care to 500 million people, 50 percent improvement
on energy efficiency by 2015 (compared to 2009) and closing the material loop by globally doubling collection, recycling and recycled amounts in products
by 2015 (also compared to 2009).
This all resulted in Philips doing well in sustainability indexes such as the Dow Jones Sustainability Index for many consecutive years and winning multiple
awards and notations every year in the area of sustainability (e.g. the ‘Responsible Supply Chain Management Award’ from the Dutch Association of Investors
for Sustainable Development, 9th greenest company in the world in Newsweek’s 2011 Green Rankings, and many more). When customers consciously look
for sustainable companies, Philips will certainly be noticed quickly.
The upcoming part will show the discussed product phases and product history on a timeline together with some of the important factors in the environment
of the Philishave development (and electric shavers in general).

5//TIME LINE//PRODUCT PHASES//ENVIRONMENT TIME LINE//PRODUCT PHASES//ENVIRONMENT//6
Political
Economical
Social
Technological
Environmental
1920s 1930 1940 1950
1927 KEMA mark for safety regulations
1921 First Injection Molding Machine
1930s Great Depression
Companies start looking for new products
1933 Shaving becomes mainstream for women
Late 19th century ‘War of the currents’ resulting in both AC and DC power grids
Different electric motors work on different grids
1930s/40s Cadmium coating to prevent corrosion
1937 Injection Molding Fully Automated
Late 19th century 1910 1920 1930 1940 1950 1960 1970 1980 1990
2000 2010
1939
1939
1947 1951 1957
1957
Performance Optimisation
1940s Raymond Loewy ‘designs America’
1940s Injection molding industry expands rapidly
Demand for inexpensive mass production due to WWII
1940-1945 World War II
Shortage of radio tubes, low use of plastics- and mechanical producing
capacities (B&O, Philips)
1950s Multiple medium advertising
Entertainment industry ‘endorses’ electric shaving and increases
popularity through movies (The Long Wait, Rear Window, Sabrina
Fair)
1950s Expensive dry shavers become more like a gadget for modern men
1946 James Watson Hendry invents first screw injection machine
More precise and detailed molding, also different materials can be mixed
1950s Polycarbonate discovered
1950s Melamime Formaldehyde widely used
Itemisation
1960s/70s LCD developed to point of usable displays
1959
1960/70s/80s Polycarbonate for electrical safety
1969 Philips researches rechargeable battery technology
1960s Scientists show that PVC is carcinogenic
1966
Segmentation
1980s Market research reveal that ‘old habits die hard’
Young adults that start with dry shaving will likely stay
Awareness
2004 Cadmium (for most uses) banned by European Union, due to toxicity
1990s Gilette and Wilkinson start aggresive ad campaigns
Effort to win over men to wet shaving with wet shaving advertised as ‘masculine’,
focus on wet and cool sensation in ads
1980s Metal Hybride Rechargeable batteries developed and become widely used, rechargeable batteries become the standard
1980s Automatic voltage selector becomes standard (no more AC/DC switch)
1983 Improved electromotors become available
1985 Lithium Ion batteries are safe and available for industrial application
1980s/1990s Cadmium use decreases for coatings due to health regulations
1980
1990s Waterresistance of shavers becomes standard Both wet and dry shaving possible with electric shaver
Scientists suggest that nickel release from eletric shavers (including several
Braun and Philishaves) causes Allergic Nickel Dermatitis 2012
1983 1998 2007
Individualisation

Philips Philishave 8130/1302 Dominant design for Philishavers
Philips Philishave 7737 ‘Mouse’/7735 ‘Egg’
Philips Philishave 7860/7910/7914 ‘Pipe’
Triple shaving head to increase
7//PRODUCT FAMILY TREE Ergonomiccally adjusted to fit hand, designed by Raymond
‘Fliptop Cleaning’ (push button to flip shaver
PRODUCT FAMILY TREE//8
Major events/product developments
Women’s shavers (only first models)
Schick Original Electric Shaver
External electrical motor (commercially unsuccesful)
1929 1930
Competition: rotary cutter with round shaving head
Philips Philishave 7730 ‘Cigar’
Rotating Philishave cutting head
(3 blades), brushed motor in line
with head, bakelite body
Roto Shaver model 1
Rotating cutter, two circular cast alloy heads, induction motor
Schick Model S
Internal electrical motor (commercial success), oscillating cutter
Original dry shaver: oscillating cutter with rounded shaving head
Early competition: oscillating cutter with straight shaving head
Remington Model E
Similar to Schick model, plastic urea formaldehyde body
1937
1939
1938
1941
Philips Philishave 7733/7736
Bronze cutters replaced with steel, 7736 with 6 blades,
additional ring to tense the skin around the shaving head,
larger shaving head
1948
1942
Loewe for US market, synchronous motor (7735), self-start
universal motor (7735), urea formaldehyde plastic body
1947/1948
Braun L70 (Launch delayed to 1950 due to WWII)
Black ribbed phenol plastic body, oscillating cutter, foil head
with tensioner
Schick Model 20
Thermoset cream
urea plastic body,
double cutting
head, dimples for
better grip
Schick Super Twinhead
Double shaving head, ribbed body, designed by Raymond Loewy
Remington 60 Model AO
New palm grip design, two long cutters (Model E),
plastic urea body, turnwheel started induction motor
Remington Model E
Triple cutting head, designed by Raymond Loewy
1950
1951
Philips Philishave 7743/7748 ‘Double header’/’Speedshaver’
Double shaving head to keep up with competition, extremely succesful
(outsells Schick and Remington in USA)
1951
1951
1953
Remington Duchess model AL1
First dedicated women’s electric shaver,
restyled version of Model E
First ladyshave
7738 Beautiphil
1950
1955
From 1950 First electric shavers for women
1957
1956
head open), restyled body in two-color body,
‘Floating Heads’ (suspension to follow head
contours)
Philips Ladyshave 7787 ‘Coquette’
Lipstick shape, single rotary cutting head,
fashion oriented, some versions with perfumized
pads to disguise oil smell
SC 7780 Debutante
Schick Model 25
Wider cutting head than
Model 20, finely ribbed
red body
Dominant design
for foil headed shavers
Braun model 3 / Ronson Model 4
Large foil head, Model 4 with side trim function in cast alloy,
ribbed cream urea plastic body
Remington Princess
Small size, matching
pink flex and plug
efficiency and speed of shaving,
cast alloy head, trimmer on top
1959 1962/1965 1966 1975 1980/1983 1985 1987 1990
Philips Philishave
7920/8010/8060
Voltage switch in body,
added trimmer, ‘Flip Top’ and
On/Off switch (8010/8060)
Schick Jewel
Tiny electric shaver for
women, luxurous and
kitsch design, ivory
plastic body consisting
of two parts
1996 1996 1999 2005 2007 2010
1960 1967 1979/1980 1990
2000 2006 2009
Braun Sixtant
First rechargable Braun
shaver, cast alloy shaving
head with brushed finishing,
platinum coated shaver foil,
galvano plastically produced
Philips Philishave 1126/1308
‘Telephone Hook’ design (pre-dominant
design), 6 knives added to cutter heads
(12 per head),
Remington Lektronic
First rechargable Remington
shaver, adjustable
rollers that follow face
contours
Philips Philishave 1601
‘Rota 80’/1700 ‘Rota 83’
´Double Action´ system (first
knive lifts, and second knives
cuts the hair), number of knives
increased to 15 per head,
‘Rota 83’ can be downsized
due to new electronic technologies
and therefore a restyled
‘Telephone Hook’ style can be
brought back
Philips Philishave Tracer
Two-headed shaver aimed
at young people, low-cost,
colorful design to seperate
from high-priced Philishave
Braun Micron
Introduction of removable
foil cartridge, trimmer´s
functionality seperated
from shaver
1960 1962 1964
Remington Deluxe
Body from ivory melamine,
triple head cutter,
padded for better grip
Braun Flex Control
First Braun with double foil shaving
head, LED indicators, trimmer
slide functionality expanded with
3 different positions
Philips Philishave Cool Skin
Waterproof body, Nivea for
Men cream to give ‘wet shaving’
sensation and reduce skin
irritation
Philips Philishave 950 and 975
LCD battery indicator on 950,
‘Minutes- Left’ interface on 975,
change in design from edgy to
more rounded ergonomic shapes,
from 90s new coating for soft
feel
Braun Syncro System
‘Clean&Charge’ system
automatically cleans
shaver with special fluid,
four-way flexibility of
shaver head increases
shaving area with 60%,
style of design shifts
to more dynamic and
rounded shapes
Remington Selectric
Polished alloy trim, large vinyl paddings,
six-stage adjustment knob, pioneer of the
typical 1980s box-like styling
Philips Philishave HQ 9000
‘SmartTouch’ cushioning system for
more efficient guiding of shaving head
along face contours, ‘Speed XL’ 3
tracks per head, 50% larger shaving
area, additional knives and slots/holes
to increase efficiency
Philips Philishave HQ 5000
´Reflex Action´ both shaving
head and shaving head holder
are suspended to follow head
contours more precise, introduction
of distinct colors in
high-priced Philishaves
Philips Philishave Arcitec
‘Flex and Pivot Action’ three independent
moving shaving heads for more efficient
tracking of face contours, leap forward
to next design style (more futuristic look),
new one-axis output from the electrical
motor enables new design possibilities
Philips Philishave HQ 6000
´Quadra Action´ shaving slots
on the shaving head are
partially replaced with holes
to catch longer beard hairs
more easily, expaned range
of colors
Braun Pulsonic/Prosonic
Sonic technology transfers
micro-impulses via shaver head
to skin to increase shaving effeciency
and reduce skin irritation,
two trimmers, floating
shaving head and floating foil
heads to follow face contours
better, more ergonomic and
rounded design
Philips Philishave Sensotouch
‘Gyroflex’ improved ‘Reflex Action’
system that enables shaving head to
adapt to every contour, ‘UltraTrack’
contains both slots, holes and canals
to catch different hairs
Braun Series 7
3 settings for more personalized
shaver experience, ‘ActiveLift’ assymmetrical
middle trimmer to lift
up flat hairs, interface indicates
hygiene status
Remington abandons straight shaver head and takes over both Braun and Philishave style shavers

9//PRICE DEVELOPMENT PRODUCT COMPARISON//10
The price development of electric shavers over time was calculated with price data
from various sources. For the early years advertisings in US ‘wishbooks’ (catalogs)
and other US magazines were used (1930s, 1940s, 1950s) (1). For the 1960s and on
Dutch consumer guides were used (2). Most recent prices were looked up on various
web pages that track price changes over the year (e.g. camelcamel.com, tweakers.
net). Noticeable is the ´Craftsman´ imitated Philishave with four shaving heads (3).
Overall the prices of electric shavers have decreased somewhat, although the highend
shavers remain almost as expensive as the first shaver by Schick. The lowest
priced shavers did decrease in price significantly (exactly 100 euros compared to
1936, according to the available data). This is most likely due to new and improved
production methods that allow for cheaper (mass) production (4). One of the reasons
for the high-end shavers to be still as expensive as 70 years ago, can be the efforts a
company such as Philips puts into research and sustainability. Also using high quality
material that in the future will likely remain expensive or become even more expensive,
raises the cost price significantly.
For the next part of the EPD course, most likely a redesign for the high-priced segment
will be made. The aim for this is the same as new models of the Philishave, which is
usually around 200 euros depending on the model being high-end or sub-high-end.
On the following page the product characteristics table and a product comparison of
the Philips shaver and two competitors will be made on eighteen statements/points.
1 2 3
PRICE DEVELOPMENT OF ELECTRIC SHAVERS
corrected for inflation
4
On the right there is a table with the product characteristics. It is clear that the electric shaver has fulfilled or at
least reached all phases. Some characteristics are only documented from a certain period in the history of the
product, resulting in a few questionmarks for the characteristics ‘Service’ and ‘Ethics’. Furthermore, a plus sign
means this characteristic is fulfilled, a minus means this is not fulfilled and a plus-minus sign indicates only partially
fulfillment of the characteristic.
Below is a table with advice for Philips with regard to several statements or points about the product development.
For most points a short advice can be given, however some other points are at this time developed to such
an extent that no improvements or changes are necessary. To give such advices, the current shavers by Philips
are evaluated with two main competitors in mind. For electric shaving this is most likely Braun and of course wet
shaving remains as the biggest competition to Philips products. Therefore Gillette was also taken into account as
a competitor.
This part also is the end of this report on evolutionary product development. Concluding, the development of the
electric shaver (and Philishave in particular) follows the theory of product phases very well. For the next part of
the course Evolutionary Product Development, a redesign of a Philips electric shaver will be made, based on the
history of the product and the suggest future developments according to the evolutionary product development
theory.
#
Statement Advice for Philips related to main competitors Braun and Gillette
1 Newness Market penetration on Western market high, logical step is to introduce cheap shavers in third world (wet shaving is largest competition it is less expensive).
2 Functionality and reliability Both very high, improve on durability (reserach new coatings and metal alloys for longer cutter blade lifespan), distinguish through ‘positive wearing’ of product.
3 Technology At the moment at a high level, possibly further develop touch sensitive displays, reduce noise when shaving, research sonic technology used by Braun in series 7.
4 Number of parts The number of parts is actually higher than with earlier models, functional integration could be an option, research modularity in design (both internal and external).
5 Ergonomics Ergonomics are very well developed, likely better than Braun and Gillette. Possible improvement is ergonomical adaption to individual needs.
6 Safety Safety is very high, similar with Braun, Gillette and wet shaving in general will likely always remain less safe.
7 Assortment Assortment is extensive, number of accesoires (stands, automatic cleaning and charge systems, additional trimmers and groomers) is also good.
8 Adaptability to consumer wishes
and ethics
Consumer ethics are not explicit yet for the haver product group, however Philips scores very well on this anyway (likely much better than Braun/Gillette)
Adaptability to consumer wishes is similar for Philips and Braun (personalized settings), possibilities may be guided shaving to help with trimming certain hair styles.
9 Product development Very high for both Philips and competitors.
10 Styling Expressive and material use adjusted to modern man taste, new Philips models are probably one step ahead of competition.
11 Integration of form Very high: no improvements necessary.
12 Number of competitors Many competitors, mainly Asian imitation brands (mostly Chinese) and large electric appliances brands such as Panasonic, Hitachi, Seiko, etc.
13 Price High-end shavers remain expensive, one of the main disadvantages compared to Gillette, however Philips also markets mid- and low-end shavers.
14 Production Production is highly automated and optimalized, similar for Braun and Gillette, production facilities in China keep costs low.
15 Assembly Assembly is partially automated, partially manual, therefore looking for new methods to fully automate is a possibility.
16 Promotion Very good: mass media advertisement, mainly TV, communication about ethics via internet (sustainability website). Also sponsoring in sports (AT&T Williams F1, PSV)
17 Influence of the consumer on
the final product
Product Phases
Characteristics
Performance
Newness + + + + + +
Functionality + + + + + +
Product development + + + + ± ±
Styling + + + + + +
Number of competitors + + + + + +
Pricing + + + + ± ±
Production ± ± + + + +
Promotion + + + + ± ±
Service ? ? ? + + +
Ethics ? ? ? + ± ±
Latest models ‘co-developed’ with customers, in future fully customizing the product per individual may be the next step (when technology allows this in the case of
electric shavers).
18 Service organisation Service is very well for Philips and competitors, also due to large electronics stores offering replacements, additional warranties, etc. No improvement necessary.
Optimisation
Itemisation
Segmentation
Individualisation
Awareness

11//BIBLIOGRAPHY
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2012//Industrial Design Engineering//Evolutionary Product Development