Braun °CoolTec
I. State of the art innovation
Does Braun’s °CoolTec shaver have any additional

What is Braun’s criterion for developing new shavers?
Yes, Braun’s °CoolTec is dermatologically accredited by the
The development of Braun shavers is fundamentally driven Skin Health Alliance (SHA), an independent not-for-profit by an in-depth understanding of men’s shaving needs, organisation working with international dermatologists, the science behind shaving and the impact of shaving on researchers, and skin scientists. The accreditation gives skin. For over six decades teams of Braun’s scientists and consumers the reassurance and confidence that Braun experts have been studying the properties of male facial takes its scientific and clinical research seriously and that hair and skin, the shavers’ variables that impact shave the promotion of healthy skin is of paramount importance.
performance and the factors influencing the consumer’s shave experience.
Tell me more about the endorsement from the Skin
Health Alliance

Tell me about Braun’s new state of the art °CoolTec
In order to secure accreditation Braun’s °CoolTec has been
tested to meet the rigorous SHA criteria, this means that
Braun’s revolutionary °CoolTec is the world’s first dry
it is skin-safe and that any claims are evidenced by robust shaver that has the power to put shaving irritation on ice. scientific and clinical research. Assessment carried out by Engineered to deliver an outstanding shaving performance the Skin Health Alliance supports the scientific and clinical you’d expect from Braun, whilst taking the heat out of evidence that a product is not detrimental to skin health.
shaving, it creates an instant and noticeable reduction in the signs of shaving irritation including burning, itching, III. Shaving-induced skin irritation
redness, skin tension and warmth. Quite possibly the most technologically advanced dry shaver in the world, Braun’s Is shaving-induced skin irritation a big problem for
°CoolTec features meticulous craftsmanship and the
men who dry shave?
perfect balance of quality, functionality and aesthetics that will change the way men dry shave.
In general the level of skin ‘discomfort’ experienced by consumers, during and after dry shaving, is very low. II. °CoolTec endorsements and accreditations
However some men experience greater discomfort than others and consumer research shows about 20-40% of Is Braun’s °CoolTec shaver endorsed by experts?
men (depending on the country) remain dissatisfied with the impact of shaving on their skin and frequently experience Yes, Braun’s °CoolTec shaver is endorsed by Dr. Marcus
Maurer, Professor of Dermatology and Allergy and Director of Research at Allergie-Centrum-Charité, Charité Universitäts-medizin in Berlin, Germany.
How does shaving cause skin irritation?
Men typically articulate their ideal shave as one which maximizes the closeness of the shave, but doesn’t The main reason for skin irritation in dry shaving is the compromise comfort and is gentle to the skin minimizing interaction of the skin with the shaver’s cutter, which or even preventing shaving-induced skin irritation. Although happens when the skin is pressed into the small holes of today’s men can choose to shave wet or dry, both methods the shaving foil. This interaction with the shaver’s cutter unfortunately still have downsides when it comes to skin can lead to abrasion of the outer skin layers and over- comfort. Dry shaving can lead to redness, burning and skin stimulation of nerve endings in the skin. This activity tension whilst wet shaving can additionally lead to nicks & initiates the typical signs of shaving irritation, including the perception of burning and itching on the skin and an increased blood flow, making skin appear redder.
IV. Special product features and benefits
What are the signs of shaving irritation?
Tell me about the technology in Braun’s revolutionary
When it comes to shaving irritation, men experience a mixture of visible and subjective sensations. Visible & Braun’s revolutionary °CoolTec is the world’s first shaver
tangible signs include dryness and scaly or flaky skin, skin with a cooling mechanism that cools the skin. The that’s rough to the touch, redness, papules (little red spots) °CoolTec’s active cooling technology cools the skin while
and micro-lesions (very small cuts). Subjective sensations shaving to significantly reduce shaving irritation. The include skin tension, itching, burning and increased warmth innovative cooling technology basically consists of two during and after shaving. And all these typical signs of main components: the Cooling Bar and the Thermo Electric shaving-induced skin irritation are coming from cutting Cooler (TEC). The aluminium cooling bar touches the skin parts moving inside the shaver as well as the shaver’s during shaving, keeping it refreshed and removing heat via the TEC. The Thermo Electric Cooler removes heat and energy from the cutting system and the skin. It works at the How does Braun’s °CoolTec minimize shaving
push of a button without needing any additional products irritation?
like gels or lotions. The effect is so powerful it’s been endorsed by leading dermatologists and accredited by the Integral to the °CoolTec innovation is the patented ‘active
cooling technology’ which effectively cools down the skin while shaving, delivering a pleasant and skin-friendly shave How does the °CoolTec’s Thermo-Electric-Cooler
without negative impact on shaving results. Whilst skin care (TEC) work?
brands focus on developing gels and lotions to improve the
shaving process, Braun’s °CoolTec goes to the root of the
The secret is Braun’s innovative Thermo-Electric-Cooling problem and avoids the shaving-induced increase of the technology (TEC) integrated into the shaver which acts as skin temperature - and thereby shaving irritation - without a pump transferring heat away from the skin surface. This the need for any additional products like gels or lotions. Its technology works at the push of a button without the need integrated cooling system minimizes the signs of shaving for any additional products like gels or lotions. When the irritation including burning, itching and redness leaving the shaver is switched on, the temperature of the cooling bar drops by 20°C within 2 minutes (without skin contact), so if the shaver is stored in a bathroom at 25°C, after 2 minutes What are the elements of a good (dry) shave?
of operation it will reach approximately 5 °C. In addition to this, the skin temperature itself can drop by few degrees Braun defines shaving performance as a combination of: Celsius when shaving with Braun’s °CoolTec1.
1. Closeness (related to ‘smoothness’ and ‘shave
How does the °CoolTec’s cooling bar work?
The cutting-edge aluminium cooling bar integrated into the 2. Thoroughness (the absence of ‘remaining hairs’ after
shaver head, located between the shaving foils and next to the center trimmer, makes contact with the skin during shaving, actively cools down the skin and transports heat 3. Efficiency (the amount of hair cut per stroke and speed
away from the skin. The result is perfectly relaxed, smooth skin with a feeling of freshness, all at the push of a button.
4. Skin comfort (the absence of shaving irritation and/or
negative sensorial response during and after the shave) 5. Precision (the ability to shave precisely around ‘edges’
What will men experience when using Braun’s
Can the new Braun °CoolTec shaver be used wet
new °CoolTec?
& dry?
The °CoolTec’s integrated cooling system, a heat pump
Braun has developed the Braun °CoolTec shaver model for
and a cooling bar, work together to transfer heat away from those who prefer dry shaving only. There are other models the skin surface. By transporting heat away from the skin, within the Braun portfolio that can be used for both, wet & the skin surface is cooled down. Cooling the skin during shaving leads to a noticeable reduction of the typical signs of irritated skin, specifically burning, itching, redness, skin V. Consumer questions
How do you use the new Braun °CoolTec shaver?
Tell me about the new upgraded Clean &
Charge Station

The new Braun °CoolTec shaver is the perfect tool to
shave facial hair. It is easily charged through the mains
The Clean & Charge Station cleans lubricates and charges supply and has 45 minutes of cordless operation time. It is the shaver at the touch of a button, killing 99.999 per washable and features the new Braun Automatic Clean & cent of bacteria in the process, whilst the cleaning fluid is accelerated by a turbine creating a jet stream that loosens stubble from the shaver and stores it in a special hair filter Can you use foams and gels with °CoolTec?
system in the cartridge. The Clean & Charge Station with
the new Braun °CoolTec shaver has an alcohol based
In order to experience the full CoolTec effect and benefit 4-step cleaning centre which cleans, de-germs, charges from the world’s only alcohol-based cleaning system, that and lubricates the shaver at the touch of a button.
hygienically cleans 99.999% of germs, it is important that you do not use any shaving foams, gels or lotions which may 1 When measured directly after a cooling stroke. Compared act as a thermal insulator. In addition, foams, gels or lotions to the same spot before shaving for example, the skin and are not compatible with the alcohol based cleaning temperature can drop by ~4°C directly after stroke.
solution (and may potentially also damage the device).
As the inventor of the cleaning centre, Braun has more than How long do batteries last in the new Braun
10 years of experience in the area. Tests have shown that
°CoolTec shaver?
using the cleaning centre is 10 times more hygienic than simply rinsing the shaver under tap water. A refill cartridge It can be fully charged in an hour giving you up to 45 should be replaced 4 times a year and makes your shaver minutes cordless shaving and 15 minutes of the cooling How does the Triple Action Cutting System work?
How do you clean the shaver?
The advanced Triple Action Cutting System combines The new Braun °CoolTec shaver features the Braun
twin foils and an integrated middle trimmer that adapt Automatic Clean & Charge Station, proven to clean more automatically to your facial contours and shave short and hygienically than tap water and waterproof up to 5m for full washability. The four-action alcohol-based cleaning system automatically cleans, charges and lubricates the shaver at What is SensoBlade™?
the touch of a button for lasting cutting efficiency.
Braun’s advanced SensoBlade delivers the ultimate smooth Can the new Braun °CoolTec shaver be used on
shave. Specially designed shaving blades target and
the body?
capture hair growing in different directions.
The new Braun °CoolTec shaver is designed to groom the
Is this product specifically for sensitive skin?
face and neck where facial hair grows. It is not specifically designed to be used on the body. Braun provides other The new Braun °CoolTec can be used by men with all skin
grooming products which address below-the-neck needs. types. Owing to the new active cooling technology, which For more information please see
cools the skin while shaving to significantly reduce shaving irritation, the dry shaver gives any man that perfect shave, even on the most sensitive skin.
Why is the middle trimmer not flexible like it is on
VII. Product launch and marketing details
other Braun premium shavers?
What differentiates the new Braun °CoolTec shaver
The shaving system on the °CoolTec has been specially
from other shavers on the market?
designed from scratch to give the most comfortable possible shave, without any compromise in the usual The new Braun °CoolTec shaver is the world’s
shaving performance you expect from a Braun shaver. By first shaver with active cooling technology. locking the cooling bar in a fixed position, the cooling bar is Instead of warmth building up in the head of the shaver, in permanent contact with the face throughout the shave, °CoolTec directs heat away from the skin, leaving an
ensuring the best possible shaving irritation minimization energizing coolness when the shaver glides around the benefit. Additionally, locking the middle trimmer to the contours of the face. The result: perfectly smooth skin cooling bar helps to prevent the user from “over-shaving”, with a feeling of freshness, without compromising that i.e. pressing the shaver foils so hard against the face that they get small nicks and skin abrasion, which can occur with all dry shavers.
Where will the new Braun °CoolTec shaver
be launched?

If cooling is such a great experience, why is there a
button to turn it off?

The new Braun °CoolTec shaver will be launched in Japan,
Germany, Austria, Switzerland, Belgium, Netherlands,
Whilst we expect most guys to want to leave the cooling Scandinavia and France in April 2013 and everywhere else on with every shave, at Braun we have learned from many from JAS 2013 (insert local availability details).
years of consumer research that shaving is a very personal experience for every man, and many people appreciate What marketing support will accompany
retaining some control over their shaving experience. In the launch?
particularly cold bathroom conditions e.g. in winter, or when you are travelling and low on battery, the ability to turn off The launch of Braun’s °CoolTec will be supported
the cooling function may also come in handy.
with a comprehensive toolbox. All materials will have a striking premium look, tone and feel. In addition, it will be Where is the °CoolTec manufactured?
supported with a holistic media campaign including TV, Print and Online, PR and In-Store.
Like all our premium shavers, the °CoolTec is fully designed,
engineered and manufactured in Germany, ensuring Braun’s
Where is the new Braun °CoolTec shaver
very best build quality and reliability. All of our shavers are manufactured?
designed and tested to last at least 7 years, giving you the peace of mind that you can continue to enjoy the unique The new Braun °CoolTec shaver are manufactured in
°CoolTec experience for a very long time.
VI. Men and shaving
What percentage of men uses a dry shaver?
400 million men worldwide shave primarily with an electric shaver. 50% of men who shave are dual users between wet and dry.
What are the benefits of dry shaving over
wet shaving?

Dry shaving can often be quicker and safer than wet shaving. Other advantages of this method of shaving are fewer cuts and for some, less skin irritation and ingrown hairs.


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