Braun Launch TriControl and Flex XP II

Dubai, UAE, 21 November 2004 - Research by psychologists shows that one 'Just Noticeable Difference' (JND) in a person's appearance - the smallest difference that people can reliably detect - is critical when it comes to looking smart. In terms of making a good impression socially and professionally, the importance of one JND cannot be underestimated, which is why Braun has created two new electric shavers to meet men's core shaving requirements of closeness, comfort and convenience.

Both fully washable under running water, TriControl and Flex XP II combine Braun's high-performance engineering and renowned design with technology previously unavailable outside of the very top-end of electric shaving - making them the smartest choice for men everywhere.

To celebrate the launch of TriControl and Flex XP II, Braun has commissioned a report into what smart means for today's man, co-authored by Dr Hugh Miller from the Department of Social Sciences at Nottingham Trent University, and Nick Sullivan, Associate Editor of GQ magazine. The Smart Report explores JND in relation to looking smart, and reveals that, while one JND could swing that job interview, too many JNDs can make a bad impression. 

According to Dr Miller, being 'smart' means that someone has gone a small, detectable, step beyond being adequately turned out, or better still, has apparently transcended the need to bother to control the natural at all.

"'Going beyond' is the difference between clean, unbitten nails and manicured ones; the difference between washed, pressed clothes and ones that look as though they've never been worn before; it's why smart designer stubble is achieved, not by shaving every six days, but by daily trimming your beard to exactly three days' growth.

"But in terms of being smart, if 'going beyond' is good, 'transcending' is better. It's the difference between having neatly brushed or arranged hair, and having hair that looks as though it never needs brushing or arranging anyway; between clothes which were fresh on

this morning and ones that don't seem to pick up creases however long they're worn; between having well-shaved skin and skin that looks as though hair never ever grew there."

Amr Banaja, Business Manager - Braun, said: "As the culture of 'dress down days' is increasingly being blamed for a loss of productivity in the workplace, our research shows that the need for smartness is greater than ever before. By offering solid, good-looking high-end triple-shave technology to more people, we believe that TriControl and Flex XP II are the smartest choice for men everywhere."

Features

TriControl and Flex XP II share Braun's 'integral technology' triple-shave cutting system which shaves progressively closer providing an extra close, clean, comfortable shave, especially on the neck and other problem areas.

The key difference between TriControl and Flex XP II lies in the shaver head, with TriControl using a fixed head design for maximum control and Flex XP II incorporating a pivoting head that automatically adjusts to every contour of the face.

In addition - and uniquely for shavers across such a wide range of price points - TriControl and Flex XP II are completely washable under running water, quick and easy to clean, and helping maintain performance and hygiene compared to brushing. The new models also share low battery indicators, soft touch contour design and come complete with a protective hard case.

TriControl utilizes a highly effective fixed-head triple foil shaving system designed to effortlessly tackle even the most awkward neck and facial hair without irritation. The 3-stage cutting system shaves progressively closer for a smoother finish and the angled head design is perfect for hard to reach areas, such as under the nose. Precise trimming is also enhanced with the extendible Long Hair Trimmer.

For extra convenience and improved hygiene TriControl is fully washable under running water. A useful low battery indicator reveals when there is less than 20% power remaining, forever ending the frustration of a flat battery just when you need it most. The shaver also comes complete with a protective hard case to absorb knocks when on the move. 

Flex XP II a superb shaving tool with advanced technical features and an enhanced ergonomic design.  Incorporating a pivoting head for maximum flexibility that automatically adjusts to every contour of the face, and a triple foil shaving system, the Flex XP II leaves nowhere for hair to hide. 

In addition to the low battery indicator, which places in the user firmly in control, the Flex XP II has extended cordless shaving time - up to 50 minutes between charges. And when it is time to charge, the new plug-and-charge stand means not an inch of space is wasted.

-Ends-

Notes to Editors
About Braun:
Germany-based Braun GmbH, a subsidiary of The Gillette Company, manufactures a wide variety of products that combine innovation, reliability and creative design, ranging from electric shavers to personal diagnostic appliances and from oral care products and beauty products to household appliances. Braun products enjoy worldwide distribution.

For further information, please contact:
Amr Banaja
Business Manager - Braun
Tel: (+971 4) 210 6223
Email: amr_banaja@gillette.com

© Press Release 2004