The design story of shaving

August, 2007

The design story behind the new and innovative icon of shaving

Philips’ new arcItec Shaver represents a significant departure from previous shaving devices, not only in terms of design and materials, but in the substantial control it offers the user. With the new and revolutionary central drive technology, the user can shave the neck area much more easily and effectively.

Design has been instrumental in developing new DAP product innovations, breakthrough concepts and new business areas which will be introduced this year. Furthermore, DAP relies on their dedicated Philips Design team to bring the brand promise of “designed around you,” “easy to experience” and “advanced” to life through each product experience. Philips have been world leaders in electric shaving ever since they invented rotary blades, and 67 years later Philips DAP presents their innovative new design offering to further confirm their position as world leaders.

As many men would tell us, and research confirms, the neck area is the most difficult to shave effectively. Although the arcItec’s neck is much finer than previous shavers, its three heads move independently. This has been achieved using newly developed central drive technology that allows the heads to be driven via a single shaft. The heads move separately and pivot, facilitating an up and down contour following system to enable the user to follow the shape of their face.

Not only is arcItec shaver unique but its development was untraditional, not following the classic design process. It was a direct result of a multi-disciplinary design strategy & road mapping process where a team of people from the business, technical development and Philips Design developed new propositions based on consumer insights, trend driven concept ideation, and technology projections for future scenarios. Once the shared and tangible vision was developed, the team described and visualized potential future concepts which where ranked according to their direction and development time in what have termed a “concept evolvement model'. The arcItec model was used to visualize innovative ideas; however the design changed very little throughout the process, with hardly any difference between the initial sketches to the final product.

Based on research

The uniqueness of the Philips Design approach is that insights are based on real users – detailed descriptions of people’s lives, their motivations, values and concerns. These insights are applied in current product and concept development, as well as input into short and long term strategy development.

In addition to people’s insight, the design team refers to a number of specific categories for benchmarking e.g., infotainment, sports, car industry and fashion, as well as for inspiration in terms of shape, color and materials. From there, the design team defines its own strategy from which ideas are generated and new technologies developed. Products such as high-end watches and F1 cars – in particular these products’ smooth, graphic silhouettes with carefully designed details - inspired the Philips team as they set about designing arcItec.

Design materials

Philips Design also works with a number of external companies to source new and different materials. This is apparent in the design of both 2007 iconic shaver designs; for the Moisturizing Shaving System, the development team wanted to incorporate a rubber handle without a separate display, which meant the rubber had to be translucent to incorporate seeing the display through it. As a result, Philips Design collaborated with a specialist rubber manufacturer to develop the required material in the right color and transparency, which can now be seen on the new shaver.

Inspired by the official partnership with the WilliamsF1 team and the fast, high-tech industry of motor racing, Philips decided to incorporate carbon fibre –considered the material of the moment – into the design of arcItec. As a lightweight, yet very sturdy material, Philips used carbon fiber on the sides of the shaver for grip functionality.

Design colors

The design team also utilizes a global process for defining color trends and palettes, called the “Modular Color Concept ” This is a live, ongoing process to enable Philips to continually update the color palettes for its consumer products. Philips Design took two very distinct directions when developing the two new shavers. For arcItec, Philips Design worked with a palette of grey hues and sandy tones and utilized masculine materials such as dark oxidized metals and stainless steel to create a clean, sophisticated and luxurious look.

Philips is well and truly an organization at the forefront of the many facets of the consumer product world. With extensive knowledge and expertise across many areas and a multi-discipline approach to working, it is constantly designing, evolving and innovating concept products, parts of products, new materials and new colors to meet consumer needs. With consumer insights at the heart of everything Philips does – as without this, there is no real point in designing - not only is Philips developing products for the current generation, but also many generations to come.

For more information on Philips Design

Ingrid Bal

Philips Design/Communications Press Officer

Tel:  + 31 40 27 59 342

Email:  ingrid.bal@philips.com

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a global leader in healthcare, lighting and consumer lifestyle, delivering people-centric, innovative products, services and solutions through the brand promise of “sense and simplicity”. Headquartered in the Netherlands, Philips employs approximately 123,800 employees in more than 60 countries worldwide. With sales of EUR 27 billion in 2007, the company is a market leader in medical diagnostic imaging and patient monitoring systems, energy efficient lighting solutions, as well as lifestyle solutions for personal wellbeing. News from Philips is located at www.philips.com/newscenter.