I am about to enter a new target group. Gone are the student days and the .com era with the Curt Cobain inspired “stubble look”. Today, in the role as a 30-something year old bureaucrat, a daily shave is kind of mandatory. As a natural consequence I am looking for the tool that will make my day. And there you have it. I am entering a new stereotyped segment - and becoming a happy victim of marketing. So when Braun is launching a new & fancy electric shaver I received a “ping” on my radar.
The new baby is called Braun “Pulsonic”. After living a secret life in the German section of braun.com (and on a YouTube review from December 2006) the company is now launching its new product to the rest of the world. Doing marketing through the official Braun website, on some YouTube videoes and on a new "Pulsonic Blogger Resource".
The Braun “Pulsonic” is loaded with technologies that are promised to deliver an efficient yet gentle shave. Most important is a “sonic motor” (hence the name), which should make you skin ripple (“10,000 micro-vibrations per minute”) to help nail those tricky hairs and reduce skin irritation. The machine can be cleaned under the water tab, or with the “Clean & Review” washing machine. I kind of like the look of the product. Good sci-fi inspired industrial design (with chrome and rubber and stuff), which I prefer over the old school look of Brauns previous models, which haven’t really changed much over the last 10+ years. And oh, it has received the "Energy Star" qualification, which is good to know if you prefer things that consume power.
Not sure if I am ever going to be a genuine electric shaver geek. Very much doubt I will ever feel the same enthusiasm about grooming instrument (or toothbrushes) as I feel about computer hardware, software or bicycles. But maybe I am getting there. In my research I came across a few sites with people who really put a lot of effort and enthusiasm into this topic in the spirit of machine culture:
ShavingStuff.com
Hommegrooming
Gizmodo's “Lab Rat” test of Pulsonic
Popular Mechanics