Panasonic Offers Free Beauty Care While Promoting Its Appliances

Panasonic offers free beauty care while promoting its appliances

Panasonic Corp. is putting its beauty appliances where its mouth is and offering services for free at a new salon in Tokyo's upscale Ginza district.

The electronics giant hopes to lure fashion-conscious women with the offer.

Visitors first talk to an aesthetic advisory staff member at Panasonic Beauty Salon on Miyuki-dori street and then freely test out devices that suit their own skin and hair conditions.

Ladies can ask for a rinse and 10-minute blow dry to give the hair a glossy finish or opt for a facial treatment using a steamer.

Also, an hour-long beauty treatment with high-priced appliances from the Premium series is available in a private room.

Each service is offered at no charge, but a reservation is necessary for the private room session.

The salon, which opened Sept. 15, has a squad of 10 staff members on duty and up to 20 varieties of Panasonic’s basic products on display. The company aims to attract 100,000 visitors a year, mainly women in their 40s and older.

The Premium series products are available for purchase at the salon. There is also a section where visitors can check out appliances.

Visitors can do the same at Panasonic's showroom in front of Osaka Station and elsewhere, but the Tokyo salon is the first outlet that offers beauty advisory services, according to the company.

Amid sluggish sales of household appliances, Panasonic regards its beauty appliance business as a high-growth area and expects to see a 50-percent sales spike in 2018 from 2008.

"The bulk (of the sales) of home electronic appliances comes from buying replacements, but a growing demand can be expected in beauty appliances because there is a wide variety of future possibilities," said Akira Kono, executive officer of Panasonic.