The THOMSEN GROUP has developed the following product concept:
The result of our representative psychographic study:
The “convenient man” uses electric shavers. He wants it to be fast and easy.
The “real man” uses a wet shave. He sees himself, often unconsciously, as a cool guy, who shaves with the blank knife blade, who is an attraction to women. Simply a real man!

Most of the time though, men don’t buy the shaver themselves. Instead it’s a present from the wife. 

What do women associate with electric shavers? The small stubble on the sink in the bathroom. Hence an issue of hygiene.

The new product: The most hygienic electric shaver in the world: simply clean it under running water after the shave. Done!