Introducing Philips CareTouch: smooth on skin, tough on ingrown hairs

The new Philips CareTouch shaver is designed to reduce ingrown hairs to give you smooth skin every day – wet or dry.

May 15, 2013

Johannesburg, South Africa - Designed for the modern man, the Philips CareTouch AT790 is smooth on the skin but tough on ingrown hairs.


As a world leader in pioneering shaving technology, a superior design was created in response to consumer demands.  Men care about how their shave feels, and expect not just an expertly close shave, but an advanced shaving experience – one that leaves the skin ultra-smooth and with minimal irritation.


The launch of the CareTouch reinforces Philips’ global and local leadership position in the male electric shaving market and its commitment to bringing innovative solutions to the African market. Building on the 70 years of Philips heritage and expertise in developing new shaving technology, the CareTouch brings a new level of sophistication and efficacy to the South African market.


Research conducted by Philips South Africa has indicated that most men in South Africa are prone to developing ingrown hairs and resultant skin irritation (‘razor bumps’) caused by shaving. Respondents generally chose their shaving implements based on what they felt worked for their skin or hair type, which they determined through trial and error. Primary concerns included particularly sensitive skin, characterised by a strong propensity for developing razor bumps, dryness or rashes.


Because of Philips’ innovative nature, we paid close attention to their needs and created a shaver that would provide this market with a solution that was sophisticated and would serve their needs.  This shaver’s groundbreaking technology is thus designed to assist South African men in reducing ingrown hairs and less skin irritation, caused by shaving.


“Philips can confidently say that CareTouch’s technology specifically speaks to the concerns of South African men, who more commonly suffer from shaving irritation, razor bumps and ingrown hairs,” says Jolene Roelofse, Philips Marketing Manager: Personal Care. “Philips has continued to set the benchmark for electric shaving innovation and performance. With CareTouch, we have focused on designing a premium results-orientated product for men with sensitive skin who want to achieve their best look.”


The Philips CareTouch experience

At the core of the new design and technology are some exceptional features that increase comfort and convenience.


Our best shaver for ingrown hairs

  • Characteristics of a good shave include smoothness of the skin to the touch, absence of bumps and a lasting shave
  • GentleCut heads cut just above skin level for smooth skin


A smooth shave for a confident look

  • Aquatec Wet &Dry - Refreshing wet shave or an easy dry shave
  • Rotary Comfort System effortlessly glides over your skin


Convenient trimming

  • Pop-up trimmer: Perfect for sideburns and moustache


Easy to use

  • Lithium-Ion battery for long-lasting power
  • Up to 40 minutes of cordless power
  • Battery low, battery full and charging indicator
  • Fully washable: Simply rinse under the tap


The new Philips CareTouch range will be available from May 2013 for R699.00 at Clicks stores nationwide and selected retail outlets nationwide. For more information please visit or call 086 108 4456.

For further information, please contact:

Jolene Roelofse
Marketing Manager: Personal Care
Consumer Lifestyle, South Africa
Tel: +27 11 471 5254

About Royal Philips Electronics

Philips offers a full range of head-to-toe electric shaving and trimming tools for men to look their best, and is the global leader in electric shaving. Royal Philips Electronics (NYSE: PHG, AEX: PHIA) is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2012 sales of EUR 24.8 billion and employs approximately 118,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming, home and portable entertainment and oral healthcare. News from Philips is located at