Welcome!

News Feed Item

New Braun Series 5 shaver launches 50 years after Braun sixtant!

For half a century, Braun, a member of the P&G family of leading brands (NYSE: PG), has led the way crafting high performance electric shavers, rooted in an uncompromised design philosophy. From the launch of the Braun sixtant SM 31 shaver in 1962, and the trademark Braun micron plus/2000 in 1979, Braun is recognised for an aesthetic of form and function, with a focus on ease of use and consistent breakthrough technical innovation. Since then this legacy, spearheaded by pioneering design legend, Prof. emer. Dr. h.c. Dieter Rams, lives on in Braun’s latest launch the new Series 5. With this ethos Braun shavers in the 21st Century remain unparalleled and at the cutting edge of performance-led design.

New Braun Series 5 shaver launches 50 years after Braun sixtant! Braun celebrates 50 years of passio ...

New Braun Series 5 shaver launches 50 years after Braun sixtant! Braun celebrates 50 years of passion for design and technological innovation in dry shaving

Braun’s story first started with the creation of a programme with clear design principles from the nucleus of Braun’s design department, Dieter Rams. The Braun sixtant was a demonstration of this groundbreaking new aesthetic and this design simplicity continued as a hallmark of the brand throughout the decades, not least shown by the Braun micron plus/2000 in 1979. Today, Braun design continues to set benchmarks as an industry design leader, recognised by the man who first started that journey fifty years ago – Dieter Rams. The former Head of Design at Braun (1961-1995) commented: “Having handed over responsibility for the Braun product design 17 years ago, I am now pleased to see that Professor Oliver Grabes, with his team, has reformulated the classic Braun design values. I see that these have been used to redesign the Braun Series 5 shaver.”

With regard to the Braun Series 5, the turbo-performance shaver, Rams is referring to inspiration from a long standing tradition of Braun design heritage. The legacy of these products can all be seen in the design of the new Series 5. The manufacture process of the platinum coated shaver foil has changed little since its first introduction on the sixtant, and the matt black design with geometric shaped switches is instantly recognisable as Braun design. Combined with the hard-and-soft surface design, first revealed on the Braun micron plus/2000, the Series 5 is an illustration of fifty years of consistent quality design and innovation.

Innovation through the ages:

But it started with the Braun sixtant. The small, sleek sixtant was both a technical innovation and a design breakthrough for Braun in 1962 and it has since achieved iconic status. The introduction of the platinum coated shaver foil vastly improved the quality and protection of the shave, allowing dry shaving to compete with wet for the first time. The hexagonal shaving foil holes, that gave the product its name, were no longer punched but produced using a chemical-galvanoplastic method – a method that, in principle, has not changed for the Braun micron plus/2000, and even the new Series 5.

As this technical innovation could not be seen with the naked eye, the new precision of the appliance was conveyed with a design step-change. The colour change to black-matt was a radical move for this type of product and the surface treatment of the plastic with the matt-brushing of the metallic shear blade frame increased the value and the aesthetic of the product considerably. Braun had created an iconic archetype for the electric shaver that defined the category over the decade, selling over 10 million products, and the revolutionary technology and design continued to influence the Braun micron plus/2000 in 1979, and still influences the design of the new Series 5 today.

Braun micron plus/2000

Designed by Roland Ullmann, in 1979 the Braun micron plus/2000 used the same galvanoplastic shaver foil technology of the Braun sixtant combined with the now typical Braun colour scheme: black housing with silver metal accents. But the micron plus took yet another step forward, setting new standards in design and surface style that still exist in the new Series 5 today. The micron plus combined hard and soft technology for the first time in an appliance – the first example of how surface technology and material could combine to achieve design innovation in a shaver. The 500 soft studs over the whole surface were characteristic of the micron plus but also had a practical use: the appliance had a better grip and did not slide off surfaces. The studded structure quickly became a Braun trademark and feature, even referenced across diverse Braun product categories, along with the now familiar foil technology and colour scheme, on the new Series 5. Further groundbreaking technical innovations of the micron plus were the removable shaving foil magazine, the separately operable long hair trimmer and a patented sliding mechanism. All remain state-of-the-art features that are still in use today as a necessity for any quality shaver.

Braun Series 5

Braun takes a new pioneering direction founded in tradition, but interpreted in a new and contemporary way with a new design language “The Strength of Pure”. The new Braun Series 5 displays the proven Braun design and technological elements such as the studded structure, hard-soft technology and classic colour design but with a new and modern interpretation that illustrates the new design language. The rigid ergonomic shape relates to the functionality of the appliance and how it connects to the human body; soft elements (as with the micron plus), subtle indents and inverted studs make usage comfortable where the appliance touches the hand; as the micron plus had strived to do over thirty years earlier. The geometric shaped switches, already a clear design choice of the sixtant and micron plus, appear again to express the precision and quality of the technology inside. As with the sixtant, and the micron plus before it, well-considered handling goes hand-in-hand with hard to beat performance. The thumb is the key to ergonomic alignment in the razor and with its soft studded structure, the lock switch for the head simultaneously serves as a rotation point for handling.

Embodying state of the art technology innovation and anchored in a strong Braun design heritage, Braun is proud to have sold over 275 million electric shavers in the last fifty years to men across the globe. The new Braun Series 5 shaver is already available in-store. For more information visit www.braun.com.

# # #

About Braun

Braun, a subsidiary of Procter & Gamble founded in Germany in 1921, develops and manufactures a wide variety of small domestic appliances that marry technical innovation, reliable quality and distinctive design. These range from electric shavers to beauty and hair care appliances. Braun products enjoy worldwide distribution. Please visit http://www.braun.com for the latest news and in-depth information about the Braun brand.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50465734&lang=en

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Rapid innovation, changing business landscapes, and new IT demands force businesses to make changes quickly. In the eyes of many, containers are at the brink of becoming a pervasive technology in enterprise IT to accelerate application delivery. In this presentation, attendees learned about the: The transformation of IT to a DevOps, microservices, and container-based architecture What are containers and how DevOps practices can operate in a container-based environment A demonstration of how ...
Successful digital transformation requires new organizational competencies and capabilities. Research tells us that the biggest impediment to successful transformation is human; consequently, the biggest enabler is a properly skilled and empowered workforce. In the digital age, new individual and collective competencies are required. In his session at 19th Cloud Expo, Bob Newhouse, CEO and founder of Agilitiv, drew together recent research and lessons learned from emerging and established compa...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
"Venafi has a platform that allows you to manage, centralize and automate the complete life cycle of keys and certificates within the organization," explained Gina Osmond, Sr. Field Marketing Manager at Venafi, in this SYS-CON.tv interview at DevOps at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Effectively SMBs and government programs must address compounded regulatory compliance requirements. The most recent are Controlled Unclassified Information and the EU's GDPR have Board Level implications. Managing sensitive data protection will likely result in acquisition criteria, demonstration requests and new requirements. Developers, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by incorporating changes. In...
"Coalfire is a cyber-risk, security and compliance assessment and advisory services firm. We do a lot of work with the cloud service provider community," explained Ryan McGowan, Vice President, Sales (West) at Coalfire Systems, Inc., in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
CloudJumper, a Workspace as a Service (WaaS) platform innovator for agile business IT, has been recognized with the Customer Value Leadership Award for its nWorkSpace platform by Frost & Sullivan. The company was also featured in a new report(1) by the industry research firm titled, “Desktop-as-a-Service Buyer’s Guide, 2016,” which provides a comprehensive comparison of DaaS providers, including CloudJumper, Amazon, VMware, and Microsoft.
Regulatory requirements exist to promote the controlled sharing of information, while protecting the privacy and/or security of the information. Regulations for each type of information have their own set of rules, policies, and guidelines. Cloud Service Providers (CSP) are faced with increasing demand for services at decreasing prices. Demonstrating and maintaining compliance with regulations is a nontrivial task and doing so against numerous sets of regulatory requirements can be daunting task...
Fact: storage performance problems have only gotten more complicated, as applications not only have become largely virtualized, but also have moved to cloud-based infrastructures. Storage performance in virtualized environments isn’t just about IOPS anymore. Instead, you need to guarantee performance for individual VMs, helping applications maintain performance as the number of VMs continues to go up in real time. In his session at Cloud Expo, Dhiraj Sehgal, Product and Marketing at Tintri, sha...
Businesses and business units of all sizes can benefit from cloud computing, but many don't want the cost, performance and security concerns of public cloud nor the complexity of building their own private clouds. Today, some cloud vendors are using artificial intelligence (AI) to simplify cloud deployment and management. In his session at 20th Cloud Expo, Ajay Gulati, Co-founder and CEO of ZeroStack, will discuss how AI can simplify cloud operations. He will cover the following topics: why clou...
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web ...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.