ELECTRICAL SHAVER

The electrical shaver market is highly competitive, with marginal performance differences and high price points. Despite satisfying key customer parameters like shaving effectiveness and skin protection, the brand was losing market share.
Current products in the market already met customer expectations for a clean, smooth shave and skin protection. However, these factors alone were insufficient to differentiate products significantly.

We performed an MPV analysis of electric shavers, and identified market niches that were under-served by the current offerings:

Frequent travelers
Elderly or disabled individuals with hand tremors
People with fast-growing hair
Individuals needing urgent shaves (e.g., before business meetings or dates)
To identify innovative solutions, we analyzed the key functions and contradictions of the shaver. A primary contradiction was that the motor needed to be both large enough to ensure power and small enough to reduce cost. Using TRIZ contradiction resolution principles, we developed a compact shaver with a flat motor.