Braun Newsroom

Braun °CoolTec Shaver Keeps Gold Medal Hopeful, J.R. Celski, “Cool Under Pressure” at Sochi 2014 Olympic Winter Games

Braun invites fans to join J.R. at the virtual start line & follow his Olympic journey on Braun social media

Friday, February 7, 2014 9:00 am EST



Public Company Information:

"We admire J.R.’s spirit and ability to deliver the ultimate performance on the ice, while under extreme amounts of pressure"

CINCINNATI--(BUSINESS WIRE)--As we head into the Sochi 2014 Olympic Winter Games, J.R. Celski, American short track speed skater and two-time Olympic Winter medallist, will be representing the United States and Braun as an official sponsored athlete. To celebrate J.R. Celski’s Olympic bid, Braun °CoolTec – the world’s first shaver to put irritation on ice – today announced its “Cool Under Pressure” social media campaign. The “Cool Under Pressure” campaign will follow Celski’s Sochi journey, while also allowing fans to virtually join Celski on the ice and assume their coolest start line pose.

Braun invites fans to cheer for J.R. Celski on Facebook and Twitter. In addition, consumers can practice their best “Cool Under Pressure” pose by joining Celski at the virtual start line. Braun social channels will feature a link [] to download Snaps! to their mobile devices. Strike a start line pose, snap a picture, place it at the virtual start next to J.R. Celski, and share it with friends on social media using #CoolUnderPressure. Even if fans can’t make it to Sochi, they can still cheer him on by sharing what they have created on their social networks, including Facebook, Twitter, Tumblr and Pinterest. The best photos will be featured in the Braun “Cool Under Pressure” album on Facebook, and winners will receive a free °CoolTec shaver.

“I’m so thrilled to be partnering with Braun and representing them and my country at the Sochi Olympic Winter Games,” said J.R. Celski. “It’s been a long road to get here, and I have certainly met my fair share of challenges along the way. With four more years of experience behind me, it’s important to keep my cool under pressure and prove to myself that I’m a strong Olympic athlete.”

The Braun °CoolTec “Cool Under Pressure” program aligns the best parts of J.R. Celski’s skating skills with the optimal shaving performance of °CoolTec. Both perform with ease, rely on slick blades, deliver smooth results, and keep their cool under pressure to achieve optimal speed and gold medal worthy scores. In the case of Braun’s newest innovation, °CoolTec, these attributes are the result of breakthrough technology engineered to cool the shaver to 44°, put irritation on ice, and deliver the optimal shave.

“We admire J.R.’s spirit and ability to deliver the ultimate performance on the ice, while under extreme amounts of pressure” said Brian Messerschmitt, Brand Manager for Braun N.A. “Likewise, the 44° breakthrough aluminium cooling element of °CoolTec empowers men to achieve their ultimate shave. It was this commonality that inspired us to create the ‘Cool Under Pressure’ campaign for J.R. and his fans. We wish him much success at the Sochi Olympic Winter Games and we’ll be cheering him on via our Facebook and Twitter pages.”

About Braun
Braun, a subsidiary of Procter & Gamble founded in Germany in 1921, develops and manufactures a wide variety of small domestic appliances that marry technical innovation, reliable quality and distinctive design. These range from electric shavers and beauty products to hair care appliances. Braun products enjoy worldwide distribution. Please visit for the latest news and in-depth information about the Braun brand.

About Procter & Gamble
P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.


Procter & Gamble
Susan Oguche, 617-463-5756
Porter Novelli
Deanna Kugler, 212-601-8267

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Braun CoolTec invites fans to join J.R. at the virtual start line & follow his Olympic journey on Braun social media (Photo: Business Wire)