We developed a new product lineup for a company with a long history as a shaver brand. We have been involved in the project from the planning phase through design support since the brand’s inception, contributing to the development of a cohesive product series. To ensure the company’s strength—its ability to manufacture precision blades in-house—would carry over into the next era, we held extensive discussions with the client to identify unique selling points that set the product apart from competitors.
With conventional shavers, the cap was treated merely as an accessory, and it was common practice to showcase the product without the cap during sales, including in stores and catalogs. For this product, we focused on achieving a sense of unity in the overall styling when the cap is attached, resulting in a gentle and harmonious appearance unlike anything seen before. We worked closely with the engeneer team to fine-tune details such as the implementation of the magnetic cap and its clamping force. We also introduced variations in CMF (Color, Material, Finish) based on the number of blades (and price point), proposing a lineup designed to appeal to a wide range of consumers.