New Philips Norelco Shaver i9000 Prestige Ultra Introduces the Brand's First "Root-Level" Shave, for Closest Shave Yet

Rhea-AI Summary

Philips (NYSE: PHG) has launched its most advanced electric shaver, the Norelco Shaver i9000 Prestige Ultra. The AI-powered device introduces groundbreaking "root-level" shave technology that cuts hair up to -0.08mm below the surface. Key features include:

• Enhanced SenseIQ Pro technology with AI-driven live coaching feedback
• Five smart shaving modes with LED display
• 360° Precision Flexing System with 20% more precision
• 72 self-sharpening NanoTech Dual Precision blades
• Power Adapt Sensor measuring beard density 500x per second

The i9000 Prestige Ultra is available on Philips.com, BestBuy.com, and Amazon, priced between $329.99-$499.99, with a 7-year warranty upon registration.

Positive

• Innovative root-level shave technology cutting hair -0.08mm below surface
• AI-powered features including live coaching and skin analyzer
• Extended 7-year warranty offering
• Market research-driven development addressing key consumer needs
• Premium features like 72 self-sharpening blades and 5 smart modes

Negative

• None.

Insights

Consumer Electronics Market Analyst

Philips launches premium AI-powered shaver at $329-$499; strategic but limited financial impact without sales projections.

Philips' new i9000 Prestige Ultra represents a calculated expansion in the premium grooming segment where margins typically outperform mass-market offerings. The $329.99-$499.99 price positioning targets affluent consumers who, according to Philips' research, are willing to invest more for enhanced performance - with 41% prioritizing comfort and 34% valuing closeness.

The "root-level" shave technology creates a compelling differentiation point for marketing, though the practical advantage (cutting 0.08mm below the surface) may be challenging for consumers to visually perceive. The category-leading 7-year warranty signals confidence in product durability while potentially reducing purchase hesitation at this premium price point.

The multi-channel distribution strategy balances direct-to-consumer (Philips.com) with major electronics retailers, maximizing availability while the planned expansion through 2025 suggests a measured rollout approach to manage inventory and production scaling.

While the technological innovation is impressive, particularly the AI-powered SenseIQ Pro offering real-time coaching on pressure and movement, the financial impact remains uncertain without sales projections or context regarding the shaver division's contribution to Philips' overall revenue. The personal care category is highly competitive, and even premium offerings must achieve meaningful volume to materially impact a diversified health technology company of Philips' scale.

Technology Innovation Strategist

Philips integrates practical AI applications in premium shaver; evolutionary rather than revolutionary advancements for the category.

The i9000 Prestige Ultra exemplifies how AI implementation is expanding beyond obvious technology categories into everyday personal care products. Unlike superficial AI applications, Philips has developed practical sensing technology that delivers tangible benefits through real-time coaching for pressure and motion optimization.

The technical specifications reveal significant engineering refinements: 72 self-sharpening blades delivering 165,000 cutting actions per minute, beard density sensors measuring 500 times per second, and a motor that automatically adapts to these readings. These represent the culmination of iterative improvements rather than revolutionary breakthroughs - appropriate for a mature product category.

Philips has created a more comprehensive ecosystem approach by integrating the physical device with the GroomTribe app, expanding functionality through digital features like the skin analyzer. This acknowledges that modern premium experiences extend beyond hardware alone.

The 20% improvement in precision with new compact heads and 50% reduction in friction demonstrate quantifiable advancements in materials science and engineering that address core user concerns. The multiple shaving modes (Sensitive, Intense, Foam, Custom, Regular) displayed on a full-color LED interface enhance personalization while reinforcing premium positioning.

While impressive, these innovations represent evolutionary progress in an established category rather than market-disrupting technology that would significantly alter Philips' competitive position.

The World's Most intelligent Shaver from Philips Norelco sets new standards for closeness, comfort and customization.

CAMBRIDGE, Mass., May 1, 2025 /PRNewswire/ -- Royal Philips (NYSE: PHG, AEX: PHIA), a global leader in health technology, is introducing the newest addition to its signature rotary shaving product suite with its most groundbreaking shaver yet. Philips Norelco Shaver i9000 Prestige Ultra, powered by artificial intelligence (AI), is the most intelligent shaver on the market, delivering on maximum comfort, superior precision, and ultimate personalization while providing a seamless user experience and results that last all day.

Marking a category first, Philips Norelco Shaver i9000 Prestige Ultra introduces a root-level shave thanks to new Triple Action Lift & Cut Technology that lifts each hair from the root, up to -0.08mm below the surface, for day-long closeness, even in hard-to-shave-areas.

With this, Philips Norelco is also debuting SenseIQ Pro, the newly enhanced generation of the widely celebrated SenseIQ technology, which uses the latest advancements in AI to provide real-time Live Coaching feedback on ideal shaving pressure and now, optimal shaving motions. Users can download the GroomTribe app for real-time shaving guidance and a new skin analyzer. Together, these features ensure superior comfort and closeness like never before.

"At Philips Norelco, we know no two faces are the same, so why should our users have the same shaving experience? Since our first rotating electric razor debuted in 1939, understanding and actioning ourselves around our audiences' needs has been at the heart of every design choice we've made," said Rafael Viestel da Silva, Philips Grooming and Beauty Marketing Director. "It's why personalization, premium performance, and highly innovative technology are at the core of what makes this product so momentous. It's why we believe it's the No. 1 shaver on the market right now."

Making Strides with Many Grooming Milestones
According to data from Philips, the most commonly reported needs for consumers when shaving are precision, comfort, device longevity and wet & dry functionality, so much so that, for high-end shave consumers specifically, 41% are willing to invest more on comfort and 34% are willing to invest in closeness when making a shaver purchase.* These insights were the driving force to how Philips approached the design journey of their latest innovation, addressing pressing user needs, head-on. Beyond the aforementioned product features, today's launch also marks a series of firsts and innovative enhancements that put the user front and center. Some additional standout features include:

• New Smart Shaving Modes work in harmony with SenseIQ Pro and appear in a customizable full color LED display on the shaver's handle. The five modes include: Sensitive (for a gentle shave), Intense (for thick beards), Foam (for wet shaving), Custom (for your personal needs), and Regular (for a traditional shave experience) – to cater to the user's face and grooming needs.
• New 360° Precision Flexing System features new compact heads with 20% more precision** that flex in every direction, even hard to reach areas.
• Demonstrating excellence in durability, NanoTech Dual Precision blades consist of 72 shelf-sharpening, stainless steel blades that power 165,000 cutting actions per minute and rotate 360° to match the direction of hair growth – for an efficient, clean shave in fewer passes.
• Hydro SkinGlide coating provides a smoother glide on skin with 50%*** less friction – for maximum comfort.
• Power Adapt Sensor measures beard density at 500x per second and intelligently auto-adapts motor speed – for optimal comfort.
• Accessories across the product suite vary but encompass a UV power charging case, quick cleaning pod, charging stand, and travel case as well as toolbox items like the premium beard styler, precision trimmer, nose trimmer, cleaning brush.

Philips Norelco Shaver i9000 Prestige Ultra is currently available for purchase on Philips.com, BestBuy.com and Amazon, with expansion to additional retailers nationwide through 2025. The suggested retail price is $329.99-$499.99, dependent on model. With this product, Philips Norelco is also introducing a category-leading warranty of up to 7 years (with product registration).

About Royal Philips
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and well-being through meaningful innovation. Philips' patient- and people-centric innovation leverages advanced technology and deep clinical and consumer insights to deliver personal health solutions for consumers and professional health solutions for healthcare providers and their patients in the hospital and the home. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health. Philips generated 2024 sales of EUR 18.0 billion and employs approximately 69,700 employees with sales and services in more than 100 countries. News about Philips can be found at www.philips.com/newscenter.

*2025 IPSOS High-End Consumer Shave Study
* Vs predecessor
*** compared to without coating

View original content to download multimedia:https://www.prnewswire.com/news-releases/new-philips-norelco-shaver-i9000-prestige-ultra-introduces-the-brands-first-root-level-shave-for-closest-shave-yet-302444064.html

SOURCE Philips Norelco

FAQ

What is the price of the new Philips Norelco i9000 Prestige Ultra shaver?

The Philips Norelco i9000 Prestige Ultra is priced between $329.99-$499.99, depending on the model.

What are the key features of PHG's new Norelco i9000 Prestige Ultra?

Key features include AI-powered SenseIQ Pro technology, root-level shaving (-0.08mm below surface), 5 smart shaving modes, 360° Precision Flexing System, and 72 self-sharpening NanoTech blades.

Where can I buy the Philips Norelco i9000 Prestige Ultra shaver?

The shaver is currently available on Philips.com, BestBuy.com, and Amazon, with expansion to additional retailers nationwide through 2025.

What warranty does PHG offer for the Norelco i9000 Prestige Ultra?

Philips offers a category-leading warranty of up to 7 years with product registration.

How does the new Philips Norelco i9000's SenseIQ Pro technology work?

SenseIQ Pro uses AI to provide real-time Live Coaching feedback on ideal shaving pressure and optimal shaving motions, with a Power Adapt Sensor measuring beard density 500x per second.