Clean Xchange
Electric Shaver
Remington had developed a new razor - the only electric shaver with a disposable head. Such a revolutionary product needed a name that hit the ground running, immediately conveying the ease of use and no mess benefit. An exciting name that stood out from all the rest of the electric shavers already on the market.
Specifically, the name needed to address, in a gender neutral or slightly masculine way, not only the new time-saving and less-mess convenience of its disposable head, but also the resulting fresh, clean and rejuvenating shave. Each time the head was replaced, it delivered a "just like new" performance.
But the new name needed to avoid overpromising. The new disposable head feature couldn't eliminate all skin irritation for everyone, and electric razors would never provide as close a shave as a blade.
NameStormers provided Remington with over 50 names, a number of which they liked, but Clean XChange came out on top. It was an easy and intuitive name, one that conveyed how the shaver worked and its benefits. It sounded different from the other shavers on the market without sounding feminine, and fit with Remington's positioning of offering no compromises. To see a commercial highlighting this new shaver, go to www.cleanxchange.com