Panasonic aims new beauty grooming range at Southeast Asian market

By Michelle Yeomans

- Last updated on GMT

After much success in the Japanese beauty product market, Panasonic is now extending its reach into Southeast Asia with a new range of ‘nanoe care’ beauty and grooming products, based on its electrical expertise.

The beauty range featuring nanotechnology is set to be rolled out across Thailand, Vietnam, Indonesia, Malaysia and Singapore this month, and includes nanocare hair dryers, facial ionic steamers, eyelash curlers and pocket doltz toothbrushes (16,000 strokes a minute).


The move to expand further in the AP region is said to come after the company carried out extensive research  on consumer demand and behavioral patterns of Asean women over an 18 month period.

Panasonic is constantly innovating and developing technologically advanced products. For Panasonic Beauty products, we researched extensively on the different types of women’s hair, skin, lifestyle and perception towards beauty​," reveals Mr Osamu Fukuya, General Manager of Panasonic's Appliances Marketing Division.

Nanoe = more effective

The product line as aforementioned, incorporates Panasonic's own 'nanoe' technology that it says is more effective in bacteria and odour removal as compared to regular ions, while the anti-virus capability helps to retain moisture, leading to an increase in the effectiveness.

Product familiarization of the Panasonic Beauty range via the Panasonic Beauty Wagon will be roving from country to country, as well as road shows and various localized activities, offer a 'touch and try' experience of the Panasonic Beauty products.

"With these technologically advanced products, women are able to enjoy a home spa experience alongside fuss-free grooming, at the convenience of their busy, modern lifestyle​," Fukuya adds.

Empowerment Campaign

The campaign for the product line rolled out this month is said to be costing Panasonic $10 million, which includes a TV commercial, print collateral, digital marketing, store-front displays and PR, and a brand ambassador assigned to each country to promote the line.

Thai-Norwegian actress Urassaya 'Yaya' Sperbund is on board to represent Thailand, "I would recommend all Thai women looking to be empowered and to feel beautiful to try these Panasonic Beauty products. I feel confident when I use them​."







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