Series 9 – Study results

Study results to substantiate the advertising messages:
“The most efficient shave(r) in the world, exceptionally comfortable, tested on three-day beards.”

To substantiate the advertising messages “The most efficient shaver in the world” or “The most efficient shave in the world, exceptionally gentle, tested on three-day beards”
four studies (hereinafter: studies 1–4) were conducted at the ipi “Institute für Produkt-Markt-Forschung” in Stuttgart, Germany, in which Braun Series 9 was subjectively tested by consumers versus four different competing shavers.
The term “shave efficiency” refers to the amount of hair length the shaver removes per stroke/unit of time; “gentleness on skin” refers to the level of skin irritation during and after shaving, i.e. how comfortable the shave is. The competing devices tested were premium shavers from the following competitors: Philips, Panasonic, and Remington – including two rotating shaving systems (“Philips Series 9000” and “Remington HyperFlex”) and two oscillating shaving systems (“Panasonic Lamdash 5” and “Remington SmartEdge Pro”). “Braun Series 9” is a shaver with an oscillating shaving system.
In three additional studies (designated studies 5–7 below), the shave efficiency of “Braun Series 9” on a three-day beard in comparison to three competing products was objectively determined with the aid of an optical measuring process. A detailed description of the individual studies can be found below.The term “shave efficiency” refers to the amount of hair the shaver removes per stroke / unit of time; “gentleness on skin” refers to how little skin irritation occurs during and after shaving.

Study 1: Comparison of the Braun Series 9 (9090cc) and Philips Series 9000 upgrade (9711) in a consumer use test (test no.: M165023)

Test objective: Comparison of shaving performance and gentleness on skin between Braun Series 9 and Philips Series 9000 upgrade in a consumer use test.The test focused on measuring shaving time and the test subjects’ personal perception about shaving performance attributes and gentleness on skin.

Test description:
Location:ipi Institute für Produkt-Markt-Forschung in Stuttgart
Time frame: May 4, 2016 to June 30, 2016
Test subjects:
107 clean-shaven men between the ages of 18 and 65, who shave at least three to four times a week and who are willing to pay €150 for a shaver.The test panel is mixed by 51% using a rotating shaving system and 49% using a linear oscillating shaving system at home.The test was conducted on a three-day beard and a 24-hour beard.
Test design: The test shave was conducted at the test institute under the supervision of a test manager.By shaving in split-face mode, the Braun Series 9 was used for one half of the face and the other half with the Philips Series 9000 upgrade.The following day, the shavers were reversed and each was used on the other half of the face.The shaving time per half of the face was measured by the test manager.After shaving, the test subject rated the following shave attributes for both halves of the face with the aid of an electronic questionnaire:thoroughness, speed (efficiency), removal of residual hair, and gentleness on skin before and after shaving.
Results: Braun Series 9 was rated significantly better than Philips Series 9000 upgrade on a 24-hour beard and on a three-day beard in the following shaver attributes (among others) thoroughness (95% confidence level on a 24-hour beard/99% confidence level on a three-day beard), speed (99% confidence level on both beard lengths), and measured shaving time [efficiency] (99% confidence level on both beard lengths) — The removal of residual hair (95% confidence level) as well as satisfaction with the shave (99% confidence level) were rated as significantly better for a three-day beard. Both shavers are rated equally for gentleness on skin.

Study 2: Comparison of the Braun Series 9 and Panasonic Lamdash 5 upgrade (ES-CLV9A) in a consumer use test (test no.: M165004)

Test objective: Comparison of shaving performance and gentleness on skin between Braun Series 9 and Panasonic Lamdash 5 upgrade in a consumer use test.The test focused on measuring shaving time and the test subjects’ personal perception about shaving performance attributes and gentleness on skin.

Test description:
Location: ipi Institute für Produkt-Markt-Forschung in Stuttgart
Time frame: March 2, 2016 to April 8, 2016
Test subjects: 100 clean-shaven men between the ages of 18 and 65, who shave at least three to four times a week and who are willing to pay €150 for a shaver.All participants use a shaver with an linear oscillating system at home.The test was carried out on a three-day beard and a 24-hour beard.
Test design: The test shave was conducted at the test institute under the supervision of a test manager.By shaving in split-face mode, the Series 9 was used for one half of the face and the other half with the Panasonic Lamdash 5 upgrade (ES-CLV9A).The following day, the shavers were reversed and each was used on the other half of the face.The shaving time per half of the face was measured by the test manager.After shaving, the test subjects rated the following shave attributes for both halves of the face with the aid of an electronic questionnaire: thoroughness, speed (efficiency), removal of residual hair, and gentleness on skin before and after shaving.
Results: In shaving attributes such as speed (efficiency), thoroughness and adaptation to problem areas as well as the measured shaving time, Braun Series 9 was rated significantly (:95% confidence level) better on three-day beards than the Panasonic Lamdash 5 upgrade.Both shavers were rated equally for the attributes thoroughness and speed (efficiency) on a 24-hour beard.Gentleness on skin as well as the removal of residual hair in problem areas for both beard lengths were rated equally for both shavers.

Study 3: Comparison of the Braun Series 9 and Remington HyperFlex Pro XR 1370 in a consumer use test (test no.:M 135113)

Test objective: Comparison of the shaving performance and gentleness on skin between the Braun Series 9 and the Remington HyperFlex Pro XR1370 in a consumer use test.The test focused on measuring shaving time and the test subjects’ personal perception about shaving performance attributes and gentleness on skin.

Test description:
Location: ipi Institute für Produkt-Markt-Forschung in Stuttgart
Time frame: November 11 to November 15, 2013
Test subjects: 103 clean-shaven men between the ages of 25 and 60, who shave at least three times a week and who are willing to pay €130 for a shaver.The test panel is mixed by 50% using a rotating shaving system and 50% using a linear oscillating shaving system.The test was conducted on a three-day beard.
Test design: The test shave was conducted at the test institute under the supervision of a test manager.By shaving in split-face mode, the Braun Series 9 was used for one half of the face and the other half with the Remington HyperFlex.The following day, the shavers were reversed and each was used on the other half of the face.The shaving time per half of the face was measured by the test manager.After shaving, the test subjects rated the following shave attributes for both halves of the face with the aid of an electronic questionnaire: thoroughness, speed (efficiency), removal of residual hair, and gentleness on skin before and after shaving.
Results: In shaving attributes such as thoroughness, speed (efficiency), the removal of residual hair and gentleness on skin during and after shaving, the Braun Series 9 was rated significantly (:95% confidence level) better for three-day beards than the Remington HyperFlex.This also applies to the evaluation of these attributes in problem areas. The measured shaving time for each half of the face is also significantly shorter for shaving with the Braun Series 9 than for shaving with the Remington HyperFlex.

Study 4: Comparison of the Braun Series 9 and Remington SmartEdge Pro XF 8700 in a consumer use test (test no.: 155015)

Test objective: Comparison of the shaving performance and gentleness on skin of the Braun Series 9 and the Remington Smart Edge Pro in a consumer use test.The test focused on measuring shaving time and the test subjects’ personal perception about shaving performance attributes and gentleness on skin.

Test description:
Location: ipi Institute für Produkt-Markt-Forschung in Stuttgart
Time frame: March 9 to April 2, 2015
Test subjects:
52 clean-shaven men between the ages of 18 and 65, who shave at least three times a week and who are willing to pay €130 for a shaver.All participants already use a shaver with an linear oscillating system at home.The test was conducted on a three-day beard and a 24-hour beard.
Test design: The test shave was conducted at the test institute under the supervision of a test manager.By shaving in split-face mode, the Series 9 was used on one half of the face and the other half with the Remington Smart Edge Pro.The following day, the shavers were reversed and each was used on the other half of the face.The shaving time per half of the face was measured by the test manager.After shaving, the test subjects rated the following shaving attributes for both halves of the face with the aid of an electronic questionnaire: thoroughness, speed (efficiency), removal of residual hair, and gentleness on skin before and after shaving.
Results: In the shaving attributes thoroughness, speed (efficiency), removal of residual hair, and gentleness on skin during and after shaving, Braun Series 9 was rated significantly (95% confidence level) better for three-day beards and 24-hour beards than the Remington Smart Edge Pro.This also applies to the evaluation of these attributes in problem areas.The measured shaving time for each half of the face is also significantly shorter for shaving with the Braun Series 9 than for shaving with the Remington Smart Edge Pro.

Study 5: Objective measurement of the shave efficiency of the “Braun Series 9” and the “Philips Series 9000” (test no.: 235CD314E)

Goal of the test: Objective comparison of how efficiently the test shavers remove a three-day beard.

Test description:
Place: CPRC (Consumer & Product Research Center) in Kronberg Test conducted by: Marktforschungsagentur SEICKEL [SEICKEL market research agency], Frankfurt
Time frame:
9/15/2014 to 10/2/2014
Test subjects: 22 men who were recruited based on the following criteria: Men between the ages of 23 and 49 without a beard who dry shave at least five times a week and use a shaver at home that is no older than four years and cost at least 150 euros new. The test subjects were divided up so that 50% were users of a rotating shaving system and 50% were users of an oscillating shaving system since one of the comparison shavers utilizes a rotating shaving system (“Philips Series 9000”) and one an oscillating shaving system (“Braun Series 9”). The test was carried out on a three-day beard.
Method of measurement: Pictures of facial skin were taken with the aid of a magnifying glass before shaving and after a predetermined shaving time. The number of hairs and the visible length of the hairs when viewed from above were automatically determined by the measurement system.
Measurement parameter: Removal of the three-day beard was measured during the shave. Measurement value is the sum of all measured hair lengths. When a shaver is more efficient, it leaves shorter and fewer hairs after an equal shaving time; the measurement value declines to a greater extent. This is equivalent to the consumerʼs visual impression. The results for both test shavers are statistically compared to the test group.
Test design: A test manager from the Seickel company supervised the test shaves and carried out the measurements in the testing center. The shave was done in split-face mode, meaning the men shaved one half of the face with the “Braun Series 9” and the other half with the “Philips Series 9000.” The following test day, the shavers were reversed and each was used on the other half of the face. The shaves were interrupted after 15 seconds and 30 seconds in order to measure hair removal.
Results: “Braun Series 9” removes the hair of a three-day beard significantly more efficiently (confidence level 95%) than “Philips Series 9000.

Study 6: Objective measurement of the shave efficiency of “Braun Series 9” and “Panasonic Lamdash 5 blade ES-LV 65” (test no.: 237CS314E)

Goal of the test: Objective comparison of how efficiently the test shavers remove a three-day beard.

Test description:
Place: CPRC (Consumer & Product Research Center) in Kronberg
Test conducted by: Marktforschungsagentur SEICKEL, Frankfurt
Time frame: 10/19/2014 to 10/29/2014
Test subjects: 28 men who were recruited based on the following criteria: Men between the ages of 22 and 47 without a beard who dry shave at least five times a week and use a shaver at home that is no older than four years and cost at least 150 euros new. The test subjects are all users of an oscillating shaving system since both test shavers utilize oscillating systems. The test was carried out on a three-day beard.
Method of measurement: Pictures of facial skin were taken with the aid of a magnifying glass before shaving and after a predetermined shaving time. The number of hairs and the visible length of the hairs when viewed from above were automatically determined by the measurement system.
Measurement parameter: Removal of the three-day beard was measured during the shave. Measurement value is the sum of all measured hair lengths. When a shaver is more efficient, it leaves shorter and fewer hairs after an equal shaving time; the measurement value declines to a greater extent. This is equivalent to the consumerʼs visual impression. The results for both test shavers are statistically compared to the test group.
Test design: A test manager from the Seickel company supervised the test shaves and carried out the measurements in the testing center. The shave was done in split-face mode, meaning the men shaved one half of the face with the “Braun Series 9” and the other half with the “Panasonic Lamdash 5.” The following test day, the shavers were reversed and each was used on the other half of the face. The shaves were interrupted after 15 seconds and 30 seconds in order to measure hair removal.
Results: “Braun Series 9” removes the hair of a three-day beard significantly more efficiently (confidence level 95%) than “Panasonic Lamdash 5 blade ES-LV 65.

Study 7: Objective measurement of the shave efficiency of “Braun Series 9” and “Remington HyperFlex Pro XR1370” (test no.: 217CS413S)

Goal of the test: Objective comparison of how efficiently the test shavers remove a three-day beard.

Test description:
Place: CPRC (Consumer & Product Research Center) in Kronberg
Test conducted by: Marktforschungsagentur SEICKEL, Frankfurt
Time frame: 11/14/2013 to 11/26/2013
Test subjects: 24 men who were recruited based on the following criteria: Men between the ages of 22 and 49 without a beard who dry shave at least five times a week and use a shaver at home that is no older than four years and cost at least 150 euros new. The test subjects were divided up so that 50% were users of a rotating shaving system and 50% were users of an oscillating shaving system since one of the comparison shavers utilizes a rotating shaving system (“Remington HyperFlex Pro”) and one an oscillating shaving system (“Braun Series 9”). The test was carried out on a three-day beard.
Method of measurement:
Pictures of facial skin were taken with the aid of a magnifying glass before shaving and after a predetermined shaving time. The number of hairs and the visible length of the hairs when viewed from above were automatically determined by the measurement system. Measurement parameter: Removal of the three-day beard was measured during the shave. Measurement value is the sum of all measured hair lengths. When a shaver is more efficient, it leaves shorter and fewer hairs after an equal shaving time; the measurement value declines to a greater extent. This is equivalent to the consumerʼs visual impression. The results for both test shavers are statistically compared for the test group.
Test design: A test manager from the Seickel company supervised the test shaves and carried out the measurements in the testing center. The shaves were done in a split-face mode, meaning the men shaved one half of the face with the “Braun Series 9” and the other half with the “Remington HyperFlex Pro.” The following test day, the shavers were reversed and each was used on the other half of the face. The shaves were interrupted after 15 seconds and 45 seconds for measurement.
Results: “Braun Series 9” removes the hair of a three-day beard significantly more efficiently (confidence level 95%) than “Remington HyperFlex Pro.” Confirmation of execution of Studies 5–7 by Marktforschungsagentur SEICKEL.

Study 8: Comparison of the Braun Series 9 (9090cc) and the Philips Series 9000 upgrade (S9711) in the consumer test (Test No.: M165023)

Objective of the test:
Comparison of shaving performance and gentleness on the skin of the Braun Series 9 versus the Philips Series 9000 upgrade in the application test. The test focused on measuring shaving time and the personal opinion of the people being tested in relation to shaving performance attributes and gentleness on the skin.

Test description:

Location: ipi Institute for Product Market Research in Stuttgart
Time frame: 05/04/2016 to 06/30/2016
Test subjects: 107 men aged between 18 and 65 years, who do not have a beard, shave at least 3-4 times a week and are willing to pay €150 for a shaver. Test subjects are divided into 49% users of a rotating and 51% users of a linear shaving system. The test was carried out on a 3-days beard.
Test Design: The test shave was performed at the test institute under the supervision of a test supervisor. The shave was carried out in split-face mode, i.e. on one side of the face the men shaved with the Braun Series 9 and on the other half with the Philips Series 9000 upgrade. On the next day of the test, the respective shavers were used on the opposite side of the face. The shaving time per face half was measured by the test supervisor. After shaving, the test subject assessed, among other things, the following shaving attributes for both halves of his face, using an electronic questionnaire: general satisfaction with shaving, quickness of shaving, quickness of shaving in the first strokes and gentleness on the skin.
Results: The Braun Series 9 has been rated as better on a 3-days beard than the Philips Series 9000 upgrade in shaving attributes - general satisfaction with shaving, quickness of shaving, quickness of shaving in the first strokes; the advantage is statistically significant (confidence interval min. 95%). The measured shaving time on a 3-days beard per face half is also significantly shorter when shaving with Braun Series 9 than when shaving with the Philips Series 9000 upgrade (confidence interval min. 95%). Gentleness on the skin was rated comparable for both shavers.

Study 9: Comparison of the Braun Series 9 (9090cc) and the Panasonic Lamdash 5 upgrade (ES-CLV9A) in the consumer test (Test-No.: M165004)

Objective of the test:
Comparison of shaving performance and gentleness on the skin of the Braun Series 9 versus the Panasonic Lamdash 5 upgrade in the application test. The test focused on measuring shaving time and the personal opinion of the people being tested in relation to shaving performance attributes and gentleness on the skin.


Test description:
Location: ipi Institute for Product Market Research in Stuttgart
Time frame: 03/02/2016 to 04/08/2016
Test subjects: 100 men aged between 18 and 65 years, who do not have a beard, shave at least 3-4 times a week and are willing to pay €150 for a shaver. All participants use a shaver with a linear system at home. The test was performed on a 3-days beard.
Test Design: The test shave was performed at the test institute under the supervision of a test supervisor. The shave was done in split-face mode, i.e. on one side of the face the men shaved with the Series 9 and on the other half with the Panasonic Lamdash 5 ES-CLV9A. On the next day of the test, the respective shavers were used on the opposite side of the face. The shaving time per face half was measured by the test supervisor. After shaving, the test person assessed, among other things, the following shaving attributes for both halves of his face using an online questionnaire: general satisfaction with shaving, quickness of shaving and gentleness on the skin.
Results: The Braun Series 9 has been rated as better on a 3-days beard than the Panasonic Lamdash 5 ES-CLV9A in shaving attribute quickness of shaving; the advantage is statistically significant (confidence interval min. 95%). The measured shaving time on a 3-days beard per face half is also significantly shorter when shaving with the Braun Series 9 than when shaving with Panasonic Lamdash 5 ES-CLV9A (confidence interval min. 95%). Gentleness on the skin was rated comparable for both shavers on a 3-days beard.

Study 10: Comparison of the Braun Series 9 vs. the Remington SmartEdge Pro XF 8700 in the Consumer Test (Test-No. M155015)

Objective of the test:
Comparison of shaving performance and gentleness on the skin of the Braun Series 9 versus the Remington Smart Edge Pro in the application test. The test focus was on measuring shaving time and the personal opinion of test persons in relation to shaving performance attributes and gentleness on the skin.


Test description:
Location: ipi Institute for Product Market Research in Stuttgart
Time frame: 03/09/2015 to 04/02/2015
Test subjects: 52 men aged between 18 and 65 years, who do not have a beard, shave at least 3 times a week and are willing to pay €130 for a shaver. All participants use a shaver with a linear system at home. The test was performed on a 3-days beard.
Test Design: The test shave was performed at the test institute under the supervision of a test supervisor. The shave was done in split-face mode, i.e. on one side of the face the men shaved with the Series 9 and on the other half with the Remington Smart Edge Pro. On the next day of the test, the respective shavers were used on the opposite side of the face. The shaving time per face half was measured by the test supervisor. After shaving, the test subject assessed, among other things, the following shaving attributes for both halves of his face, using an electronic questionnaire: general satisfaction with shaving, quickness of shaving, quickness of shaving in the first strokes and gentleness on the skin.
Results: The Braun Series 9 has been rated as better on a 3-days beard than the Remington Smart Edge Pro in shaving attributes - general satisfaction with shaving, quickness of shaving, quickness of shaving in the first strokes and overall gentleness on the skin; the advantage is statistically significant (confidence interval min. 95%). The measured shaving time on a 3-days beard per face half is also significantly shorter when shaving with the Braun Series 9 than when shaving with the Remington Smart Edge Pro (confidence interval min. 95%).

Study 11: Comparison of the Braun Series 9 vs. the Remington HyperFlex Pro XR 1370 in the Consumer Test (Test-No. M135113)

Objective of the test:
Comparison of shaving performance and gentleness on the skin of the Braun Series 9 versus the Remington HyperFlex Pro XR1370 in the application test. The test focus was on measuring shaving time and the personal opinion of test persons in relation to shaving performance attributes and gentleness on the skin.


Test description:
Location: ipi Institute for Product Market Research in Stuttgart
Time frame: 11/11/2013 to 11/15/2013
Test subjects: 103 men aged between 25 and 60 years, who do not have a beard, shave at least 3 times a week and are willing to pay €130 for a shaver. Test subjects are divided into 50% users of a rotating and 50% users of a linear shaving system. The test was carried out on a 3-days beard.
Test Design: The test shave was performed at the test institute under the supervision of a test supervisor. The shave was carried out in split-face mode, i.e. on one side of the face the men shaved with the Braun Series 9 and on the other half with the Remington HyperFlex. On the next day of the test, the respective shavers were used on the opposite side of the face. The shaving time per face half was measured by the test supervisor. After shaving, the test subject assessed, among other things, the following shaving attributes for both halves of his face, using an electronic questionnaire: general satisfaction with shaving, quickness of shaving, quickness of shaving in the first strokes and gentleness on the skin.
Results: The Braun Series 9 was assessed inter alia as better on a 3-days beard than the Remington HyperFlex in shaving attributes - general satisfaction with shaving, quickness of shaving, quickness of shaving in the first strokes and gentleness on the skin; the advantage is statistically significant (confidence interval min. 95%). The measured shaving time on a 3-days beard per face half is also significantly shorter when shaving with the Braun Series 9 than when shaving with the Remington HyperFlex (confidence interval min. 95%).