Braun survey: Most shavers replaced every few years; men desire longer-lasting gifts

CINNCINATI — Given that most shavers are replaced every few years, men are in need of longer-lasting gifts, according to a new survey by Braun, a subsidiary of Procter & Gamble.

A new survey from Braun revealed that 72% of respondents will shop for two to five men this holiday season. Forty-three percent believe their father is the hardest male to shop for during the holidays, followed by friends (30%), brothers (19%) and grandfathers (8%). With 79% of males today still using holiday gifts they received seven years ago, gift-givers are in search of products for the men on their shopping list that promise durability and longevity, the survey concluded.

In light of the findings, Braun is promoting its Braun Series 7 electric shaver, which has been engineered and lab tested to last seven years. Most (51%) men surveyed shave five to seven times per week, and 58% have received an electric shaver as a gift in the past. However, most (34%) men expect an electric shaver to last only three to four years.

Dedicated teams of engineers and scientists put Braun Series 7 through more than 50 quality tests to simulate a five minute shave seven days a week for seven years to guarantee that giving a Series 7 this holiday season means giving a gift that will last the long-haul. Each shaver includes 300 components and is fully constructed in Germany.  

Braun Series 7 is available in department/specialty and mass merchandise stores, online and club stores. The suggested retail price ranges from $229 to $289.

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