Panasonic to Push Personal Care Products in U.S.
The personal care products business is huge in Japan for Panasonic, and now the company is making a strong push in America to market more than just electric shavers.
At a New York City-held event Wednesday, the company showcased its new Pocket Beauty line of personal grooming products for women. Hitting retail shelves in August are three personal electronics SKUs: the ES-WR40VP Precision Body Shaver ($29.99), the EH-SE60VP Heated Eyelash Curler ($39.99), and the ER-GN25VP Precision Facial Hair Trimmer ($29.99). All are attractively designed in pink and are “stealth”-packaged to look, when closed, just like makeup brushes or mascara tubes.
The brand has a solid U.S. market foothold in the category of electric shavers for women, with a share of about 24 percent, and a #2 brand ranking, said Walter Taffarello, group marketing manager for the company’s Wellness Division. But Panasonic wants to broaden the range of products within the personal care category through distribution not only among mass merchants like Target but also in higher-end retail outlets such as Sephora, he said.