Procter and Gamble launches Braun WaterFlex shaver

Procter and Gamble has announced the launch of Braun WaterFlex, a new shaver designed exclusively for use with water, foam or gel.

The male grooming product's swivel head has been optimised for use in combination with liquids, reducing friction and allowing the electric shaver to gently glide across skin. This provides a comfortable and close shave.

WaterFlex has been introduced in response to consumer research showing that many men find electric shaving with foam to be a more enjoyable experience than the alternative.

Procter and Gamble will be promoting the new product with the assistance of quadruple Formula One driving champion Sebastian Vettel, who has been a global brand ambassador for Braun for the last year.

Jurgen Hoser, associate director for global male power grooming research and development for Braun, said: "We create innovative products which people enjoy using. From a technical perspective, the challenge we set ourselves is to always create a better product than our last by working with the latest technology we have available."

This follows on from the company's recent promotional campaign for its Gillette men's hygiene brand, which featured England and Manchester City footballer Joe Hart.