A 350,000 won electric dry-shaver is now on the market. Braun, a German-based electrical appliance maker, is ready to face off against dominant Philips with the industry's first sonic shaver in the country's premium electric shaver market. With hefty investment since 2004, the European electric foil shaver maker unveiled its `Prosonic' in South Korea on Monday.
The new shaver is equipped with a `shaver head' _ a combination of a linear motor with a pivoting and oscillating shaver head_ with sonic vibration. About 10,000 micro vibrations a minute from the shaver head will help expose problem hairs, making them easier to shave, the appliance maker said in a press conference held in central Seoul. ``Braun found that the main need of consumers for a dry-shaver is close shaving and skin comfort as well.
With the result of lots of research and investment, we bet the sonic technology will make it happen,'' said Mario Albert Stein, head of the company's Northeast Asian region. ``South Korea is regarded as the test-bed of the premium market. Braun expects that the new shaver will provide a momentum for the company to take the lead in premium electric shavers nationwide,'' he added.
According to the industry, Braun ranked second after Dutch-based Philips in the local dry-shaver market with some 36 percent. But the German brand positioned atop the premium market, where prices are over 200,000 won, with a 46 percent market share. He said Korean male consumers have sought to achieve the closest shave and care a great deal about appearance, hoping the new product will fit the bill.
``Unlike earlier reports that a low frequency wave does harm when shaving, `Prosonic' will keep appearances clean,'' he said. Last week, Philips ambitiously launched new shaving lines in a bid to continue its leadership in the local market, targeting young trend-setters as the long Korean Chuseok holidays approach. A 350,000 won electric dry-shaver is now on the market.
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