Braun Newsroom

Braun Unveils New °CoolTec Electric Shaver Designed to Put Shaving Irritation on Ice

Shavers’ unique cooling technology reduces irritation and delivers superior shave

Wednesday, November 6, 2013 9:00 am EST



Public Company Information:

"Typical signs include burning sensation, tension and redness. By actively cooling down the skin during the shaving process, Braun’s °CoolTec minimizes the appearance of these signs of shaving irritation."

CINCINNATI--(BUSINESS WIRE)--Braun, a member of the P&G Beauty and Grooming family of brands (NYSE:PG), has introduced its latest shaving innovation, the °CoolTec electric shaver. While most electric shavers allow heat to build up uncomfortably in the shaver head, °CoolTec was engineered with a breakthrough aluminium cooling bar that continuously removes heat from the shaver head, leaving skin refreshed and incredibly smooth. The shaver’s design elements ensure a noticeable reduction in the signs of dry shaving irritation including burning, itching, redness, skin tension and warmth.

“°CoolTec is arguably the most technologically advanced dry shaver in the world,” says Michael Kewley, marketing manager of Braun male dry shaving. “°CoolTec’s innovation is matched by its elegance. From the meticulous craftsmanship of the dual zoned, rubberized grip to the enduring strength of its ergonomic handle, the product’s dynamic design is the perfect balance of quality, functionality and aesthetics that will change the way men dry shave.”

The secret behind °CoolTec’s innovation is Braun’s unique Thermo-Electric-Cooling (TEC) technology, which was originally developed for use in space crafts and satellites. With this technology, Braun °CoolTec is the first dry shaver specially engineered to take the heat out of shaving and deliver outstanding shaving performance, even for men with sensitive skin. The shaver is also accredited by the Skin Health Alliance (SHA), an independent, not-for-profit organization working with international dermatologists, researchers and skin scientists.

Features of Braun °CoolTec’s include:

  • 3-stage cutting system that adapts automatically to facial contours, simultaneously shaving short and long hairs with every stroke.
  • Advanced SensoBlade technology designed to capture and cut hairs growing in different directions for the ultimate smooth shave.
  • Powerful long hair trimmer for easy and precise beard and sideburn styling.
  • Full battery charge in only an hour, and up to 45 minutes of cordless shaving
  • Available with the Automatic Clean & Charge Station, an efficient cleaning process unique to Braun. At the simple touch of a button the shaver is hygienically cleaned, charged and lubricated for maximum convenience, keeping the key precision cutting parts in top condition.
  • Cools your face to 44 degrees. It is like putting a cold can of soda on your face.

Designed by world-class engineers, Braun °CoolTec shaver is endorsed by Dr. Marcus Maurer, professor of dermatology and allergy and director of research at Allergie-Centrum-Charité, Charité-Universitätsmedizin in Berlin, Germany.

“As shaving aims at cutting the hair very close to the skin, mechanical interaction with the skin’s upper layers occurs, ultimately leading to shaving irritation,” says Dr. Maurer. “Typical signs include burning sensation, tension and redness. By actively cooling down the skin during the shaving process, Braun’s °CoolTec minimizes the appearance of these signs of shaving irritation.”

This summer, Braun asked real men to try the °CoolTec shaver for the first time at “Power of Cool” events in Hermosa Beach, California and Miami, Florida. To hear their testimonials about the °CoolTec shaving experience, visit For more information please visit Braun °CoolTec has an RRP of $199.99 and is currently available in U.S. stores.

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
For Procter & Gamble
Shani Wright, 212-601-8397