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Aimed at the competitive "low end“ market of US beard wearers who want a long-lasting product at a low price, the Philips Multigroom 3000 is an entry level modular trimmer. Created in EU labs but aimed at the US market, field trips alongside American designers combined with extensive local consumer research identified specific product requirements. Control, precision and durability were all deemed the most desirable, the subsequent inclusion of a chrome grip panel, thin steel blades and textured plastics conveying these perfectly to meet the brief, combining value for money with credibility.