Friday, April 20, 2012

Press: Philips Introduces AquaTouch, The Affordable Wet Shaver

Most men in their 20s and 30s are unaware that electric shaving can be used wet.  They also don’t know that wet electric shaving has great benefits for the skin.  Philips aims to redress this balance with the introduction of AquaTouch, the affordable electric shaver that is fully waterproof, meaning it can be used wet with foam or gel for a smoother, more comfortable shave and greater skin protection.  

Philips research* has shown that there is a growing group of men that now use an electric shaver as well as blade to achieve their desired look.  But when shaving with a blade, they at times experience skin damage issues such as nicks and cuts, visible redness and ‘razor burn’, which undermines their look.  With the introduction of Philips AquaTouch, not only will they benefit from the convenience of the electric dry shave, but they will also benefit from the skin benefits of using an electric shaver wet.  

AquaTouch features an inbuilt seal, Aquatec, which means that the shaver is fully waterproof and optimized for use with shaving gel or foam for enhanced skin comfort and minimizing skin irritation. Philips AquaTouch also has caps covering the cutters to prevent the rotary blades from damaging skin as well as a Super Lift & Cut feature that helps to lift hairs away from the skin before cutting them to guarantee a close shave.  From initial user research, blade users highly appreciate wet electric shaving and indicate that they would incorporate AquaTouch into their shaving routine.

Jack van Strien, head of male grooming at Philips Consumer Lifestyle says, “AquaTouch clearly addresses the needs of today’s men in their 20s and 30s who pride themselves on looking good, without the embarrassment of having tissue paper on face and neck to cover up razor cuts.  Skin safety and comfort is a major concern for men and is at the heart of our AquaTouch electric shaver, especially when used wet.  By introducing AquaTouch into their wet shaving routing, we hope men will experience even more skin comfort, control and convenience than before.”

The Philips AquaTouch range consists of two models: AquaTouch (AT750) and AquaTouch Plus (AT890).  The high-end model has DualPrecision cutting, a shower hanging pouch for easy storage and a trimmer. The Philips AquaTouch Plus AT890 retails for R699 and is available from selected retail outlets nationwide. For more information, visit or call 086 108 4456.

*Global Usage and Attitudes studies 2012 (US, France, Germany and UK)

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