Cleaning and protecting in one, the new technology ushers in a new era for razors.

For male consumers, razors are a necessity in life. This seemingly ordinary daily necessity has witnessed numerous changes in recent years.

On the Zhihu platform, a user who has adhered to "wet shaving for 8 years" believes that compared with hasty dry shaving, wet shaving, which requires pre - hot compresses and the use of shaving cream to soften the beard, best reflects the sense of ritual in life and is also the most skin - friendly way to shave and cleanse the face. However, more male users believe that in today's fast - paced society, convenient and efficient dry shaving is a better choice for shaving.

An obvious trend is that male consumers are paying more and more attention to the shaving experience and are also more concerned about the selection of electric razor product functions.

Generally speaking, there are two types of electric razors nowadays: reciprocating and rotary. The reciprocating razor cuts the beard by rapidly moving the blade back and forth from side to side, which is suitable for Western male users with thick and coarse beards. The rotary razor cuts the beard in a single direction with the cutter head moving in a circular motion. Compared with the reciprocating type, the rotary type is quieter, more comfortable, and more suitable for the beards and skin conditions of Asians.

However, whether it is the reciprocating or the rotary type, the technological breakthroughs of electric razors always stay in the comparison of parameters such as blade thickness and motor speed, which is difficult to meet the ultimate needs of consumers. It is worth noting that as a necessity for men, the electric razor industry still shows positive development signals. The "Big Data Analysis Report on the Regional Development of E - commerce in China" released by the Ministry of Commerce also confirms the bright prospects of this niche industry.

The report shows that in the online consumption of various commodities in 2023, the proportion of men is higher than that of women. This also means that male users, who are easily overlooked by the market, can also bring huge consumption increments. The key lies in how each razor enterprise can use technological revolutions such as AI algorithms and biosensors to find the real needs of users and launch truly intelligent and personalized products for them.

In the electric razor industry, Philips, which ranks first in global sales, has always maintained a leading position. On April 16, 2025, Philips globally launched a new generation of rotary 2.0 razor - the "Philips Rotary Care Razor" in Shanghai. The new product launched by Philips this time is not limited to a single shaving function. It also combines "clean shaving + gentle and skin - friendly" features, so that every shave does not require compromising skin care for strong shaving efficiency, enhancing men's shaving experience.

01 Men Also Need a Sense of Ritual

When asked about their needs for razors, men always talk at length.

Among them, the top - ranked and most frequently mentioned needs are "shaving cleanliness and efficiency", "comfort and safety", and "portability and battery life". In addition, more consumers said that the razor should be easy to clean and reduce the pulling and irritation to the skin while shaving.

Interestingly, compared with the faster dry shaving, the traditional and skin - friendly wet shaving is being increasingly favored by young people. This also reflects male users' pursuit of skin care and a sense of ritual in shaving.

In today's society, with men's emphasis on personal image, shaving has become a way for them to gain confidence and dignity. However, men's beards grow in a disorderly manner, and the existing razors on the market, especially reciprocating razors, always damage the skin. When using them, consumers will constantly look for angles on the face and keep pressing in order to shave more cleanly. Although the motor seems powerful, in fact, it will repeatedly "slap the face" under high - frequency vibration. Even male consumers will inevitably feel discomfort such as burning, redness, and even skin damage.

"In the past 5 to 10 years, the male skin - care market in China has grown significantly. Nowadays, men not only focus on shaving cleanly but also have a great increase in skin - care needs, such as cleansing, shaving, and scalp and skin care. Shaving is closely related to skin condition, and a suitable shaving method can maintain skin condition." At a recent media communication meeting, Wu Pinhui, the senior vice - president of Philips Greater China and the general manager of the Health and Lifestyle Business Group, said so.

Therefore, Philips has always adhered to innovation, hoping to bring more comfortable, skin - caring, and healthy electric razor products to consumers. While accelerating the implementation of global innovation, it also introduces global cutting - edge technologies to China.

Actually, since Philips invented the world's first rotary electric razor in 1939, it has established its leading position in the industry. And from the development history of Philips razors, it has always promoted the development of the industry through technological research and development.

In 1980, Philips launched the three - blade system and the "floating cutter head technology", that is, the cutter head can float in multiple directions, adapt to the facial contour, reduce friction, and is more suitable for users with sensitive skin. After entering the 21st century, Philips also entered the intelligent era.

In 2010, Philips launched the GyroFlex 2.0 technology with a cutter head that can turn 360 degrees flexibly, and the SmartClick system that supports cutter head replacement and can be used for both dry and wet shaving. In 2016, Philips launched the SkinIQ technology that can reduce skin friction and automatically adjust the force; and the wireless cleaning center that can automatically clean, charge, and lubricate. At the same time, some of Philips' electric razors also support APP connection, which can record users' shaving habits at any time and provide personalized shaving suggestions.

All these have subtly led the progress and transformation of electric razors, making consumers' daily shaving more and more intelligent and becoming an enjoyment in life. Now, Philips has once again innovated itself. Based on years of experience in rotary razors, it has launched a new category of "Rotary Care Razor", bringing a skin - care - grade electric razor and upgrading the sense of ritual in daily shaving again.

02 Technological Revolution of Cleanliness and Care Integration

What is the "Rotary Care" type? First, focus on the biggest highlight of this new product - the Rotary Lifting Technology.

According to the introduction, the core principle of the Rotary Lifting Technology lies in its design of two layers of blades. The moving blade can collect and gather the disorderly - growing beards during the rotation process, gently lift the hair from the root, and then the other static blade precisely cuts horizontally, and the blade doesn't even touch the skin. This method can achieve shaving close to 0.08 millimeters under the skin, and a single shave can provide a clean - beard experience for up to 24 hours. At the same time, the thickness of the cutter net is reduced by 10%, which is more suitable for Asian skin, eliminating the worry of the annoyance of "face - scratching" during shaving. In addition, the cutter head of the Rotary Care Razor is more flexible, increasing the shaving accuracy by 20%, and can fit even the most difficult - to - shave parts perfectly.

In terms of intelligence and personalization, the Rotary Care Razor also offers 5 customized modes of SkinIQ Pro, which can accurately match users' needs according to their face shapes. It is also equipped with functions such as shaving nose hair and sideburns, fully meeting the current male consumers' pursuit of a refined lifestyle.

In other configurations, the cordless cleaning center can enable the razor to achieve deep cleaning within 1 minute, and the charging compartment can also achieve 99.9% ultraviolet sterilization, which maximally protects the user's skin health and truly realizes "cleanliness and care integration" without compromise.

All of the above constitute Philips' high - end flagship new product, the "New Rotary Care Series 9" electric shaver.

At the press conference, Ms. Zhou Fang, the general manager of the Men's Grooming and Beauty Division of the Health and Lifestyle Business Unit of Philips Greater China, said, "We don't simply sell products based on price. Instead, we formulate strategies according to consumers' needs."

As a company that focuses on practicality, Philips has conducted a large number of user tests on all products (whether high - end or mid - range), allowing consumers to provide feedback on the advantages and disadvantages of the products after actual use, so as to ensure the practicality of the products.

In addition to the new high - end Series 9 product line, as of now, Philips Men's Grooming has multiple product series, such as the "Cyclone Pro Razor", the "Cobblestone Razor", and the new generation of "Rotary Care Razor".

Among them, the Cyclone Pro Razor targets young people who pursue individuality and fashion, using a 6D floating cutter head to perfectly combine fast and gentle shaving in terms of technology. The Cobblestone Razor applies the technology of thousand - yuan machines to hundred - yuan machines. It is highly cost - effective and convenient, meeting consumers' grooming needs in outdoor, travel, and business - trip scenarios. The Rotary Care Razor can fully meet consumers' high - end grooming needs.

In addition, Ms. Zhou Fang also emphasized that Philips is constantly applying the technology of high - end product lines to products of different series, seeking a balance between product high - endness and universality.

03 "Global Launch in Shanghai", a Two - way Choice with the King of Pop

It is worth mentioning that while launching the new product, Philips also officially announced Jay Chou, the king of the Chinese - speaking music industry, as the brand ambassador for Philips electric shavers.

As a representative figure in the Chinese - speaking music industry, Jay Chou's unique music style and lifestyle are deeply loved by fans around the world. The two - way choice between Jay Chou and Philips, two industry benchmarks, will further influence consumers' minds, making daily shaving a process of self - enjoyment and helping consumers be as confident, calm, and fearless of challenges as the king of pop.

Ms. Zhou Fang also believes that the cooperation with Jay Chou can, on the one hand, rejuvenate the brand. On the other hand, Jay Chou has a large number of fans among the post - 70s and post - 80s, who are also the core consumer group of Philips. In her opinion, the sense of technology, market position, and brand image of Philips are highly compatible with Jay Chou's status and image in the Chinese - speaking music industry.

"Jay Chou's high requirements for quality and products also match Philips' concept of emphasizing quality, which can be seen from the production team of the cooperation advertisement video and his and his team's high requirements for the script and product details. In addition, Jay Chou is at the forefront of the trend and has leading ideas, which also conforms to Philips' concept of pursuing innovation."

After a century of in - depth development, Philips has become the electric razor brand with the highest market share in the Chinese market. According to previously released data, in 2021, Philips' market share in the Chinese electric razor market had reached 43.7%. However, Philips has not stopped. In addition to product innovation, it also combines offline activities to bring richer experiences and services to consumers.

Recently, to cooperate with the official announcement of the new product, Philips set up a "Four - Senses Experience Area" in its global customized experience hall in Shanghai's Fengshengli and launched a limited - time check - in activity. At the event site, consumers can not only try out the new Rotary Care Razor for free but also immerse themselves in experiencing the excellent performance of the "Rotary Care" razor through multi - dimensional experiences such as touch, hearing, vision, and smell. During the event, consumers can not only take photos and check in on - site but also have the opportunity to participate in interactions and win exclusive Jay Chou peripheral gifts.

Online, Philips has also launched new products on major e - commerce platforms simultaneously. Consumers who choose to buy the same king - level razor as Jay Chou will also receive a limited - time and limited - quantity gift of rich peripheral products.

It is certain that the Rotary Care Razor launched by Philips this time has once again completely revolutionized men's grooming methods through technological innovation. Philips has always been consumer - demand - oriented, continuously promoting technological innovation and product upgrading. In the future, Philips will bring more high - quality and intelligent grooming solutions to men in China and around the world, leading the new trend of a quality lifestyle.