Procter & Gamble-owned Art of Shaving has launched a new battery-powered brush designed to address ingrown hair and razor bumps, according to a report published by the Cincinnati Business Courier.

The Power Brush will be sold alone and as a ‘System’ together with the brand’s Pre-Shave Gel for Power Brush. Priced at US$40, the three-speed brush is designed to be used in the shower, with a thermo-plastic, water-resistant shell and soft nylon bristles. The Gel, meanwhile, is formulated with glycerin and shea butter to reduce drag when shaving and costs US$25. The duo is being sold together for US$60.

Research conducted by P&G found that the system can reduce ingrown hairs by 47 percent after four weeks when used with its Gillette ProGlide Flexball Razor and TAOS 4 Elements Regimen.

“Good skin starts with good shave preparation,” said Todd Brisky, CEO of the Art of Shaving. “It was the foundational belief that inspired our first product, the pre-shave oil. Modernizing this step of preparation through the Power Brush system allows us to meet men’s grooming needs with a new solution, clinically tested, to reduce razor bumps.”