Philips launches new premium electric shaver

John Smith, left, senior vice president and global category leader for Philips' male grooming business, and actor Jung Woo-sung introduce the Dutch electronics firm's new electric shaver at the Westin Chosun hotel in Seoul, Monday. / Courtesy of Philips Korea

By Baek Byung-yeul

Dutch electronics firm Philips has rolled out its new S9000 Prestige premium electric shaver in Korea for the first time in the world, Monday.

Introducing the new shaver, Philips said it chose Korea to unveil its new product as the country has one of the fastest-growing male grooming markets in the world.

“Korea's male grooming business has a market size of about 1 trillion won ($883.4 million),” Song Young-rae, vice president of Philips Korea, said during a press conference at the Westin Chosun hotel in central Seoul.

“Considering its huge market size and growing interest in the sector, we decided to launch the S9000 Prestige electric shaver in Korea for the first time in the world,” Song said. “Philips has been operating its business here for 42 years and we are committed to bring positive changes in people's lives with our innovative products.”

John Smith, senior vice president and global category leader for Philips' male grooming business, said its new electric shaver can appeal to people who use cartridge razor blades as it provides “ultimate closeness to users so that they can cut their hair as close as possible.”

Philips explained the blades of the S9000 Prestige are sharpened with its Nano Steel Precision Blades technology to refine the edges.

The new electric shaver provides users with a comfortable shaving experience as it offers three personal settings that adjust shaving speed according to preference and shaving style. It also helps users reduce any unwanted redness or burning when gliding the shaver over their facial contours with its Super SkinComfort Rings technology.

It has been 80 years since the firm introduced its first rotary electric shaver. In 1939, Philips introduced a rotary electric shaver which has three blades rotating beneath a round shaving head.

“For over 125 years, Philips has been improving people's lives with ground-breaking innovations,” said Smith.

He said Philips came up with the new type of electric shaver after being “inspired by the firm's bicycle dynamo.”

The S9000 Prestige features wireless charging. It takes three hours to fully charge the shaver and the battery lasts about 60 minutes. It comes with a wireless charging pad, a mustache trimmer and a pouch with a price tag of 650,000 won ($574).