Since 2004, Panasonic has been selling a lineup of beauty appliances that generate nano-sized steam particles to moisturize facial skin, offering Japanese women an affordable way to replicate the beauty salon experience at home.
Recently, the company has released a new product that represents a paradigm shift not only in the beauty appliance category, but might have broader repercussions. It has launched a steamer that no longer requires users to sit in front of the machine like previous models. Instead, it can be used while sleeping, making it easy to use fro even the most time-pressed women. It also expands it benefits by delivering moisture to hair as well as facial skin.
Technological innovations aside, introducing a product that can be used while sleeping might well turn out to be a stroke of genius for the company, and could spark a broader trend for brands to stop competing for the busy and limited waking hours of consumers, and instead offer products that fulfill their function while consumers are sleeping.
A number of similar products have already appeared in the market. A small manufacturer has recently released a blanket that contains so-called moisture care silk and promises skin-care effects while sleeping, while another company has released fragrant sheets that can be attached to the pillow case.