Braun Series 9 – Study results

Series 9 – Study results

to substantiate the claim “The most efficient and comfortable shave/shaver in the world, tested on a three-day beard.

A total of seven different studies were conducted to substantiate the following advertising messages: “The most efficient and comfortable shaver in the world” or “The most efficient and comfortable shave in the world.”
Four studies (designated studies 1–4 below) were assigned to the ipi Institut für Produkt-Markt-Forschung [ipi institutes for product and market research] in Stuttgart. These institutes conducted subjective consumer tests of the “Braun Series 9” shaver against four different competing shavers.
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.

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.

Study 1

Comparison between “Braun Series 9” and “Philips Series 9000 (s9731)” in a consumer test (ipi test no.: M145092)

Goal of the test:

Comparison of the shave performance and gentleness on skin of “Braun Series 9” and “Philips Series 9000” in a user test. The test focused on measuring shaving time and the test subjects personal opinion about shave performance attributes and gentleness on skin.

Test description:

Place: Consumer Test Studio at the ipi Institut für Produkt-Markt-Forschung, Stuttgart
Time frame: 11/3/2014 to 2/2/2015
Test subjects: 100 men who were recruited based on the following criteria:
Men between the ages of 20 and 60 without a beard who shave at least five times a week and are prepared to pay at least 150 euros for a new shaver. The test subjects were divided up so that 50% were users of a rotating shaving system and 50% were users of a 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 conducted with the 100 men on both a three-day beard and a 24-hour beard.
Test design: The test shave was carried out under the supervision of a test manager. The shave was done in a split-face design, meaning one half of the face was shaved with the “Braun Series 9” and the other half with the “Philips Series 9000.” 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 shave attributes for both halves of the face with the aid of an electronic questionnaire that included the following: “thoroughness”, “speed (efficiency)”, “removal of residual hair”, and “gentleness on skin before and after shaving”. The test also included the “Braun Series 7” shaver, which was also compared to the “Philips Series 9000.”
Results: In all of the shave attributes related to “thoroughness”, “speed (efficiency)”, and “removal of residual hair“ on a three-day beard as well as a 24-hour beard, the “Braun Series 9” was rated significantly better (confidence level: 99%) than the “Philips Series 9000.” The “Braun Series 9” also wins in all aspects regarding gentleness on skin during and after shaving a three-day beard (min. 95% significance). Evaluation of all of these attributes also applies to problem zones. The measured shaving time per half of the face is significantly shorter for shaving a three-day beard with the “Braun Series 9” than with the “Philips Series 9000,” specifically 117 seconds (“Braun Series 9”) compared to 138 seconds (“Philips Series 9000”).

Study 2

Comparison between “Braun Series 9” and “Panasonic Lamdash 5 (ES-LV65-s5)” in a consumer test (ipi test no.: M135114)

Goal of the test:

Comparison of the shave performance and gentleness on skin of “Braun Series 9” and “Panasonic Lamdash 5” in a user test. The test focused on measuring shaving time and the test subject’s personal opinion about shave performance attributes and gentleness on skin.

Test description:

Place: Consumer Test Studio at the ipi Institut für Produkt-Markt-Forschung, Stuttgart
Time frame: 11/18/2013 to 11/22/2013
Test subjects: 101 men who were recruited based on the following criteria:
Men between the ages of 18 and 65 without a beard who shave at least three times a week and are prepared to pay at least 150 euros for a shaver. All test participants are at-home users of a shaver with an oscillating system since both test shavers utilize oscillating systems. The test was only carried out on a three-day beard.
Test design: The test shave was carried out under the supervision of a test manager. The shave was done in a split-face design, meaning one half of the face was shaved with the “Braun Series 9” and the other half with the “Panasonic Lamdash 5.” 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 shave attributes for both halves of the face with the aid of an electronic questionnaire that included the following: “thoroughness”, “speed (efficiency)”, “removal of residual hair”, and “gentleness on skin before and after shaving”.
Results: In the comprehensive shave attributes of “thoroughness”, “speed (efficiency)”, “removal of residual hair”, and “gentleness” on skin before and after shaving a three-day beard, the “Braun Series 9” was rated significantly better (confidence level: min. 95%) than the “Panasonic Lamdash 5.” This also applies to evaluation of these attributes in problem zones. The measured shaving time per half of the face is significantly shorter for shaving a three-day beard with the “Braun Series 9” than with the “Panasonic Lamdash 5,” specifically 119 seconds (“Braun Series 9”) compared to 127 seconds (“Panasonic Lamdash 5”).

Study 3

Comparison of the “Braun Series 9” and “Remington HyperFlex Pro XR 1370” in a consumer test (ipi test no.: M135113)

Goal of the test:

Comparison of the shave performance and gentleness on skin of the “Braun Series 9” and the “Remington HyperFlex Pro XR1370” in a user test. The test focused on measuring shaving time and the test subjectsʼ personal opinion about shave performance attributes and gentleness on skin.

Test description:

Place: Consumer Test Studio at the ipi Institut für Produkt-Markt-Forschung, Stuttgart
Time frame: 11/11/2013 to 11/15/2013
Test subjects: 103 men who were recruited based on the following criteria:
Men between the ages of 25 and 60 without a beard who shave at least three times a week and are prepared to pay at least 150 euros for a shaver. 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 XR1370”) and one an oscillating shaving system (“Braun Series 9”). The test was only carried out on a three-day beard.
Test design: The test shave was carried out under the supervision of a test manager. The shave was done in a split-face design, meaning one half of the face was shaved with the “Braun Series 9” 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 subject rated the shave attributes for both halves of the face with the aid of an electronic questionnaire that included the following: “thoroughness”, “speed (efficiency)”, “removal of residual hair”, and “gentleness on skin before and after shaving”.
Results: In all of the shave attributes related to “thoroughness”, “speed (efficiency)”, “removal of residual hair”, and “gentleness” on skin before and after shaving a three-day beard as well as a 24-hour beard, the “Braun Series 9” was rated significantly better (confidence level: 99%) than the “Remington HyperFlex.” This also applies to evaluation of these attributes in problem zones. The measured shaving time per half of the face is significantly shorter for shaving a three-day beard with the “Braun Series 9” than with the “Remington HyperFlex,” specifically 115 seconds (“Braun Series 9”) compared to 135 seconds (“Remington HyperFlex”).

Study 4

Comparison of the “Braun Series 9” and “Remington SmartEdge Pro XF 8700” in a consumer test (ipi test no. M155015)

Goal of the test:

Comparison of the shave performance and gentleness on skin of the “Braun Series 9” and the “Remington Smart Edge Pro” in a user test. The test focused on measuring shaving time and the test subjectsʼ personal opinion about shave performance attributes and gentleness on skin.

Test description:

Place: Consumer Test Studio at the ipi Institut für Produkt-Markt-Forschung, Stuttgart
Time frame: 3/9/2015 to 4/2/2015
Test subjects: 52 men who were recruited based on the following criteria:
Men between the ages of 18 and 65 without a beard who shave at least three times a week and are prepared to pay at least 130 euros for a shaver. All test participants are at-home users of a shaver with an oscillating system since both test shavers utilize oscillating systems. The test was conducted with the 52 men on both a three-day beard and a 24-hour beard.
Test design: The test shave was carried out under the supervision of a test manager. The shave was done in a split-face design, meaning one half of the face was shaved with the “Braun Series 9” 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 subject rated the shave attributes for both halves of the face with the aid of an electronic questionnaire that included the following: “thoroughness”, “speed (efficiency)”, “removal of residual hair”, and “gentleness on skin before and after shaving”.
Results: In all of the shave attributes related to “thoroughness”, “speed (efficiency)”, “removal of residual hair”, and “gentleness” on skin before and after shaving a three-day beard as well as a 24-hour beard, the “Braun Series 9” was rated significantly better (confidence level: 99%) than the “Remington Smart Edge Pro.” This also applies to evaluation of these attributes in problem zones. The measured shaving time per half of the face is significantly shorter for a shave with the “Braun Series 9” than for a shave with the “Remington Smart Edge Pro,” specifically 106 seconds (“Braun Series 9”) compared to 129 seconds (“Remington Smart Edge Pro”) on a three-day beard. Confirmation of Studies 1–4 by the ipi Institute

Study 5

Objective measurement of the shave efficiency of the “Braun Series 9” and the “Philips Series 9000” (test no.: 235_CD_314E)

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.: 237_CS_314E)

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.: 217_CS_413S)

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: