The result of three years and 16m of research and development, the Philishave Reflex Action is a new family of Philips electric shavers. Designed by an in-house team led by Eric Quint, the four shavers have two notable developments: the three heads are on a floating platform which can move both convexly and concavely; and a new colour scheme breaks out of the black/silver/grey which dominates the sector. Colour predictors were employed to decide the colourways, which include purple, green and orange. Quint says the design incorporates ‘a human focus and pleasure aspect’ which Philips is trying to introduce across its spectrum of products.

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